scholarly journals COVID-19 and Soccer Teams on Instagram: The Case of Corporate Social Responsibility

2020 ◽  
Vol 13 (3) ◽  
pp. 447-457
Author(s):  
Samuel López-Carril ◽  
Christos Anagnostopoulos
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Communication Channel ◽  
Team Sport ◽  
Sport Organizations ◽  
Soccer Teams ◽  
Corporate Social

COVID-19 has given greater importance to the role of social media in sport, making it an essential way for fans to stay “in touch” with their teams. At the same time, the pandemic triggered additional actions from sport entities with the view to prove their commitment to society in an unprecedented moment of crisis. Professional team sport organizations have indeed initiated corporate social responsibility actions to collaborate in the fight against COVID-19. To explore these actions, the authors analyzed 3,906 posts on the official Instagram profiles of professional team sport organizations of La Liga (soccer, Spain), from March 11 to May 11, 2020, classifying them as philanthropic, sponsorship, or personnel engagement actions. The role of corporate social responsibility in a time of crisis and the potential of social media as a corporate social responsibility communication channel was also discussed.

scholarly journals How corporate social responsibility activities influence employer reputation: The role of social media capability

2020 ◽  
Vol 129 ◽  
pp. 113223 ◽  
Author(s):  
Jose Benitez ◽  
Laura Ruiz ◽  
Ana Castillo ◽  
Javier Llorens
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Corporate Social

Effectiveness of sustainability communication on social media: role of message appeal and message source

2021 ◽  
Vol 33 (3) ◽  
pp. 949-972
Author(s):  
Payal S. Kapoor ◽  
M.S. Balaji ◽  
Yangyang Jiang
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Intention To Stay ◽  
Content Type ◽  
Media Study ◽  
Message Source ◽  
Corporate Social ◽  
The Relationship

Purpose This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined. Design/methodology/approach Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions. Findings Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship. Research limitations/implications This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels. Practical implications According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media. Originality/value This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

Sign in / Sign up

Export Citation Format

Share Document