Corporate social responsibility and college sports fans' online donations. Issue 4 (21st April 2020)

• Record Type: Journal Article
• Authors: Hwang, Geumchan; Kihl, Lisa A.; Inoue, Yuhei
• Is Part Of: International journal of sports marketing & sponsorship. Volume 21:Issue 4(2020)
• Page Start: 597
• Page End: 616
• Publication Date: 2020-04-21
• Subjects: Information quality -- E-satisfaction -- Attachment -- Identification -- Online donation; Sports sponsorship -- Periodicals; Sports -- Marketing -- Periodicals; 659.1979605
• DOI: 10.1108/IJSMS-07-2019-0079
• Languages: English
• ISSNs: 1464-6668

Abstract

Abstract : Purpose: This study examined how a US college athletic department's corporate social responsibility (CSR) initiatives influenced fans' online donation intentions. Design/methodology/approach: Data were collected from 490 fans of a Division I intercollegiate athletic program and analyzed using structural equation modeling. Findings: Results indicated that the quality of CSR information positively affected e-satisfaction with CSR initiatives, which, in turn, predicted fans' online donation intentions, university attachment, and fan–athletic department identification. Moreover, the relationship between e-satisfaction with CSR initiatives and online donation intentions was mediated by fan–athletic department identification. Research limitations/implications: This study has a limitation in terms of generalizability. The current focus on a single athletic department does not apply the results to athletic programs at other US universities and colleges. Future research should confirm the generalizability of the study's findings by collecting data from fans of other athletic departments. Originality/value: It is important to understand the impact of CSR activities on online donor intentions because marketing these activities could serve as an effective fundraising tool for athletic departments. The findings from this study inform athletic administrators of factors they might consider when promoting CSR initiatives through online media to encourage fans' donations.