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From National Pride to Stakeholder Support: How Social Media Communal Engagement Shapes the Relational Outcomes of CSR in Olympic Sponsorship

Jeongwon Yang & Keonyoung Park

International Journal of Business Communication2026https://doi.org/10.1177/23294884261418221article
ABDC C
Weight
0.50

What the paper says

Given the growing recognition of corporate social responsibility (CSR) as a strategic initiative, especially tied to major national events like the Olympics, this study explores how corporations’ sponsorship of national teams affects consumer-company identification (CCI) and subsequent positive and negative relational outcomes. Employing the social identity theory, the study examined how national identification can further translate into CCI via identity salience and reduce corporate hypocrisy via in-group bias, moderated by communal engagement on social media. To test the hypothesized relationships, an online survey ( N = 755) was conducted via Dynata. Results revealed that communal engagement significantly moderated the positive relationship between national identification and CCI, strengthening this link among highly engaged individuals. Moreover, elevated CCI further reduced corporate hypocrisy perceptions among those with low and moderate engagement, whereas its effect was minimal for highly engaged individuals. Those who strongly identified with companies sponsoring Team USA perceived a strong CCI, which further resulted in increase in positive word-of-mouth intentions. Lastly, the findings uncovered the double-edged role of highly engaged publics, as their heightened scrutiny weakened the mitigating effect of national identification on corporate hypocrisy. This highlighted their potential as both powerful advocates and critical evaluators of corporate actions. The findings offer practical insights into segmenting their audiences based on cause involvement on social media and adjusting CSR strategies accordingly.

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https://doi.org/https://doi.org/10.1177/23294884261418221

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@article{jeongwon2026,
  title        = {{From National Pride to Stakeholder Support: How Social Media Communal Engagement Shapes the Relational Outcomes of CSR in Olympic Sponsorship}},
  author       = {Jeongwon Yang & Keonyoung Park},
  journal      = {International Journal of Business Communication},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/23294884261418221},
}

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From National Pride to Stakeholder Support: How Social Media Communal Engagement Shapes the Relational Outcomes of CSR in Olympic Sponsorship

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Evidence weight

0.50

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

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
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.