{"title":"Fostering charity sport event runners' identification to drive social media interaction and willingness to donate","authors":"Supawat Meeprom","doi":"10.1108/jrim-07-2023-0237","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to investigate the impact of self-identification with the event role on runners' social media interaction and willingness to donate.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Online survey data from 319 charity sport event participants are used in this study. Partial least squares structural equation modelling was used to the hypothesis.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The results suggest that runners' self-identification drives their happiness when participating in CSEs via co-creation and satisfaction. Importantly, runners' happiness positively influences their social media sharing of their positive experiences related to participating in CSEs as well as their willingness to donate the money to non-profit organisations.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study advances the knowledge about how runners perceive their self-identification when participating in CSEs, which influences their happiness and behavioural responses.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"154 1","pages":""},"PeriodicalIF":9.6000,"publicationDate":"2024-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Research in Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jrim-07-2023-0237","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
This study aims to investigate the impact of self-identification with the event role on runners' social media interaction and willingness to donate.
Design/methodology/approach
Online survey data from 319 charity sport event participants are used in this study. Partial least squares structural equation modelling was used to the hypothesis.
Findings
The results suggest that runners' self-identification drives their happiness when participating in CSEs via co-creation and satisfaction. Importantly, runners' happiness positively influences their social media sharing of their positive experiences related to participating in CSEs as well as their willingness to donate the money to non-profit organisations.
Originality/value
This study advances the knowledge about how runners perceive their self-identification when participating in CSEs, which influences their happiness and behavioural responses.
期刊介绍：
The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management.
ISSN: 2040-7122
eISSN: 2040-7122
With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.
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