Professional Sport And Community Outreach: A Content Analysis Of Csr Messages Shared By Professional Team Sport Organizations On Twitter

Murphy, Kelly E.

doi:10.30707/etd2021.20210719070603181093.47

Cited by 1 publication

(1 citation statement)

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“…The sports industry has become a unique environment to promote CSR due to its unique features, such as attractiveness, public acceptance, interaction and close relationship with social media (Smith and Westerbeek, 2007). CSR has been considered a strategic tool and a new area of research for professional team sports since the early 2000s (Murphy, 2021). There are many factors that drive the CSR initiatives in the field of professional sports including the interconnectedness of the field and pressures from the league (Babiak and Wolfe, 2009).…”

Section: Theoretical Foundations and Hypotheses Developmentmentioning

confidence: 99%

Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity

Mansouri,

Rasaee Rad,

Tsiotsou

et al. 2024

IJSMS

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PurposeThe study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.Design/methodology/approachAn online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.Practical implicationsThe findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.Originality/valueThis study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

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Section: Theoretical Foundations and Hypotheses Developmentmentioning

confidence: 99%