Exploring the Role of Corporate Social Responsibility in Value Co-Creation Through Social Media Interactivity in the Digital Age: Mediating Effects of Value-in-Use.
學年 113
學期 1
發表日期 2024-12-04
作品名稱 Exploring the Role of Corporate Social Responsibility in Value Co-Creation Through Social Media Interactivity in the Digital Age: Mediating Effects of Value-in-Use.
作品名稱（其他語言）
著者 Wang, Fong-jia
作品所屬單位
出版者
會議名稱 2024 Sport Management Association of Australia and New Zealand Conference.
會議地點 Geelong, Australia
摘要 In the modern digital landscape, the interplay between corporate social responsibility (CSR) and social media has emerged as a pivotal element for enhancing brand perception, fostering customer engagement, and steering the success and sustainability of businesses. Research Purpose: This study examines the significant influence of CSR interactivity on social media platforms, investigating its effects on value co-creation and its wider impact on business sustainability. Research Methodology: Data were collected from 420 sports fans in professional team sports organizations, with analysis conducted via partial least squares structural equation modeling (PLS-SEM). Results and Discussion: Findings indicate that perceived CSR interactivity on social media influences team identification and fan engagement through value-in-use. In addition, value-in-use was found to impact behavioral loyalty via mechanisms of team identification and fan engagement. Contributions: This research aims to offer a detailed understanding of the complex interplay between CSR interactivity, value co-creation, and digital channels, with a particular emphasis on the mediating role of value-in-use within the context of social media platforms. Moreover, both team identification and fan engagement serve as mediating effects in transforming perceived CSR interactivity into behavioral loyalty. This study contributes to a better understanding of professional team sports fans’ behaviors.
關鍵字
語言 en_US
收錄於
會議性質 國際
校內研討會地點 無
研討會時間 20241204~20241208
通訊作者
國別 AUS
公開徵稿
出版型式
出處 Sport Management Association
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/126455 )

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