Types of CSR Initiatives and Fans’ Social Outcomes: The Case of Professional Sport Organizations

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2021-06-01 DOI:10.32731/smq.302.062021.06

Yoseph Mamo, Kwame J. A. Agyemang, D. Andrew

引用次数: 3

Abstract

While the burgeoning research on corporate social responsibility (CSR) indicates the importance of tracking the interest of external stakeholders to obtain societal goals, insight into what types of CSR activities contribute to social outcomes remain scarce. As such, the purpose of this study was to identify the relevant dimensions of CSR that can enhance the social outcomes of one specific group of external stakeholders (i.e., sport fans). Data were collected from US sports fans (n = 312) over the course of two weeks. The present research indicates that fans gain more excitement and happiness as well as increased their social cohesion if sport organization CSR initiatives are concentrating on sport governance, environmental management and sustain-ability, and philanthropy issues. Assessing the impact of CSR from micro-level approach would be one way to strengthen the relationship between existing fans and sport organizations to make positive social impact

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企业社会责任倡议的类型与球迷的社会结果——以职业体育组织为例

尽管对企业社会责任（CSR）的新兴研究表明了跟踪外部利益相关者的利益以实现社会目标的重要性，但对哪些类型的企业社会责任活动有助于社会成果的见解仍然很少。因此，本研究的目的是确定企业社会责任的相关维度，这些维度可以提高一个特定外部利益相关者群体（即体育迷）的社会成果。数据是在两周内从美国体育迷（n=312）那里收集的。目前的研究表明，如果体育组织的企业社会责任倡议专注于体育治理、环境管理和维持能力以及慈善事业问题，球迷会获得更多的兴奋和幸福，并增强他们的社会凝聚力。从微观层面评估企业社会责任的影响将是加强现有球迷和体育组织之间关系以产生积极社会影响的一种方法

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.