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

in International Journal of Sport Communication
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  • 1 Universitat de València
  • 2 University Central Lancashire Cyprus
  • 3 Molde University College
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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.

López-Carril is with the Physical and Sports Education Dept., Universitat de València, Valencia, Spain. Anagnostopoulos is with the School of Business and Management, University of Central Lancashire Cyprus, Pyla, Cyprus, and the Faculty of Business Administration and Social Sciences, Molde University College, Molde, Norway.

Anagnostopoulos (canagnostopoulos@uclan.ac.uk) is corresponding author.
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