Corporate social responsibility interactivity and fan loyalty: Exploring value-in-use in digital sports communities
學年 114
學期 1
出版（發表）日期 2025-09-12
作品名稱 Corporate social responsibility interactivity and fan loyalty: Exploring value-in-use in digital sports communities
作品名稱（其他語言）
著者 Fong-Jia Wang; Weisheng Chiu; Heetae Cho
單位
出版者
著錄名稱、卷期、頁數 International Journal of Sports Marketing and Sponsorship 27(1), p.154-173
摘要 Purpose This study explores how corporate social responsibility (CSR) interactivity on social media affects value co-creation among sports fans and enhances the sustainable management of professional sports organizations. Design/methodology/approach Convenience sampling was used, and data were collected from 420 fans of professional sports teams in Taiwan through an online survey. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings The results revealed that perceived CSR interactivity on social media positively influenced team identification and fan engagement via value-in-use. Furthermore, value-in-use played a mediating role in enhancing behavioral loyalty through its impact on team identification and fan engagement. Originality/value This study contributes to understanding digital CSR strategies by showing how interactive CSR content on social media promotes value co-creation and fan loyalty in the context of professional sports. It underscores the mediating role of value-in-use in linking CSR interactivity to behavioral outcomes, such as fan engagement and loyalty. The insights generated by this study provide practical guidance for sports organizations seeking to achieve sustainable and socially rooted fan engagement through the strategic use of interactive CSR communication on digital platforms.
關鍵字 Value co-creation; Team identification; Fan engagement; Value-in-use; CSR
語言 en
ISSN 2515-7841; 1464-6668
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 否
國別 GBR
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/129392 )