Corporate social responsibility and college sports fans’ online donations

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.

Citation

Hwang, G., Kihl, L.A. and Inoue, Y. (2020), "Corporate social responsibility and college sports fans’ online donations", International Journal of Sports Marketing and Sponsorship, Vol. 21 No. 4, pp. 597-616. https://doi.org/10.1108/IJSMS-07-2019-0079