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Measuring the Perceived Social Impact of Sport Organizations' CSR: A Longitudinal Study of the Public Benefits on Social Media

Yoseph Mamo

Sport Marketing Quarterly2025https://doi.org/10.32731/smq.342.062025.05article
AJG 1ABDC B
Weight
0.37

What the paper says

Despite ample research over the past two decades on the perceived social impact of sport events and event-related activities for residents, participants, program recipients, and fans, there is a dearth of research on sport organization efforts on digital media, particularly social media. One pivotal avenue for inducing social impact is through corporate social responsibility (CSR) initiatives. Drawing from stakeholder, use, and gratification theories, we address this gap by examining public emotional and psychological benefits of CSR initiatives on social media. We analyzed 35,931 tweets directed at the @nbacares handle from 2010 to 2022 (n=32,383 unique contributors) using a multi-method approach that combined machine learning, negative binomial regression, and Latent Dirichlet Allocation (LDA). Findings suggest that the public expresses positive emotions – trust, joy and anticipation – towards sport organization CSR initiatives. Specifically joy fuels retweets, while trust drives likes. These positive emotional responses result in psychological benefits, with community attachment being the most prevalent outcome, followed by community excitement and pride.

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https://doi.org/https://doi.org/10.32731/smq.342.062025.05

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@article{yoseph2025,
  title        = {{Measuring the Perceived Social Impact of Sport Organizations' CSR: A Longitudinal Study of the Public Benefits on Social Media}},
  author       = {Yoseph Mamo},
  journal      = {Sport Marketing Quarterly},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.32731/smq.342.062025.05},
}

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Measuring the Perceived Social Impact of Sport Organizations' CSR: A Longitudinal Study of the Public Benefits on Social Media

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.