Double Play! Examining the Relationship Between MLB’s Corporate Social Responsibility and Sport Spectators’ Behavioral Intentions

in International Journal of Sport Communication
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This study examined the impact of exposure to corporate social responsibility (CSR) messages on individuals’ attitudes and behavioral intentions toward a Major League Baseball (MLB) team’s CSR efforts. Using a 2 (information source: team source or a third-party source) × 2 (CSR initiatives: efforts to help cancer patients or military appreciation recognition) with two nonfactorial control conditions (team source or a third-party source) experimental design, this study aims to identify how factors such as information source, perceived sincerity, and different types of CSR activities impact a MLB team’s CSR messaging on social media. Path analysis was used to examine significant paths between variables; results indicated that CSR messages generated a halo effect, thus providing implications for how MLB teams should develop CSR strategies and most effectively communicate about these efforts. Theoretical and practical implications of study results are discussed.

The authors are with the School of Journalism and Mass Communications, University of South Carolina, Columbia, SC.

Ott (ott@sc.edu) is corresponding author.
International Journal of Sport Communication
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