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Sport organizations, such as leagues, teams, and service providers, have played an active role in contributing to communities. For example, the Samsung Lions have been involved in social events, such as fundraising campaigns, community outreach, and sports clinics.
February 20, 2022
by Ye Lei
Sport organizations, such as leagues, teams, and service providers, have played an active role in contributing to communities. For example, the Samsung Lions have been involved in social events, such as fundraising campaigns, community outreach, and sports clinics.
Delivering corporate social responsibility (CSR) messages to fans can be an effective marketing strategy for sport organizations.
Therefore, Drs. Connaughton, Sagas, and colleagues recently explored how different CSR messages (based on performance, similarity, and ranking) affected fans' feelings of pride and intentions to donate to the cause. The researchers collected data from 249 participants through an online tool.
They found that CSR-winning messages made fans proud and encouraged them to participate in donation programs. For example, fans feel pride when their teams perform better than their rivals. And fans are more likely to be proud of their team if both their team and its rival team are ranked highly in the league in terms of CSR. Additionally, a team can still bring pride to fans despite losing to its rival through CSR when the loss is close.
Competition is a unique feature of sports, and this study emphasizes the importance of conveying winning messages to fans. The researchers stated winning messages should make fans feel pride even though the messages are about sharing benefits with the community.
Practitioners can use this information to encourage their fans to participate in their fundraising programs. For instance, teams can motivate their fans to get involved with their donation activities by emphasizing how their team does better than their competitors.
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Read the full article here:
Chang, M. J., Kim, J., Connaughton, D. P., Sagas, M., & Kang, J. H. (2022). The Effects of CSR Performance Messages on Fans' Pride and Intention to Donate: The Moderated Mediating Effects of Similarity and Ranking regarding CSR. International Journal of Human Movement Science, 16(3), 55-77.
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