Title: The effects of a sport team's involvement regarding corporate social responsibility on fans' pride and intention to donate: the moderating effects of urgency with involvement

Authors: Mark Jaewon Chang; Jeeyoon Kim; Daniel P. Connaughton; Kyoung Tae Kim; Stephen P. Gonzalez

Addresses: State University of New York at Brockport, 350 New Campus Drive, Brockport NY 14420, New York, USA ' Syracuse University, 900 South Crouse Ave., Syracuse, NY 13244, USA ' University of Florida, Gainesville, FL 32611, USA ' Kean University, 1000 Morris Ave., Union, NJ 07083, USA ' Dartmouth College Hanover, NH 03755, USA

Abstract: Sport teams try to involve their fans in their corporate social responsibility (CSR) activities to maximise CSR effects, and this study suggests that delivering the urgency of CSR should enhance the effects of fan involvement. For this purpose, this study used panel data to examine the impacts of fan involvement and urgent messages regarding CSR on pride and intention to donate. This study administered an experimental survey and developed four different visual aids and newsfeeds (yes or no regarding: a) fan involvement and b) the urgency of the sport team's CSR activity) to manipulate fan involvement and urgency. The results showed fan involvement could be positively related to pride, and a significant direct two-way ANOVA result regarding fan involvement and urgency to intention to donate was found. Comprehensively, the authors proposed a theoretical model to explain the relationships among CSR fan involvement, urgency of CSR, fans' pride, and intention to donate. Theoretical and practical implications should be discussed.

Keywords: corporate social responsibility; CSR; fan involvement; urgency; fan pride; donation.

DOI: 10.1504/IJSMM.2024.143650

International Journal of Sport Management and Marketing, 2024 Vol.24 No.5/6, pp.356 - 377

Received: 08 Jul 2023
Accepted: 30 Jan 2024
Published online: 03 Jan 2025 *

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