培养慈善体育赛事选手的认同感，推动社交媒体互动和捐赠意愿

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2024-05-06 DOI:10.1108/jrim-07-2023-0237

Supawat Meeprom

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引用次数: 0

摘要

目的本研究旨在探讨活动角色的自我认同对跑步者社交媒体互动和捐赠意愿的影响。研究结果研究结果表明，跑步者的自我认同通过共同创造和满意度来驱动他们参与慈善体育赛事时的幸福感。重要的是，跑步者的幸福感会积极影响他们在社交媒体上分享与参加 CSE 有关的积极体验，以及他们将钱捐给非营利组织的意愿。

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Fostering charity sport event runners' identification to drive social media interaction and willingness to donate

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.

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

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.