Athlete’s philanthropy and social responsibility communication on social media during COVID-19
Keywords:Social media, Athlete’s philanthropy, Social responsibility communication, Athlete’s communication
As the world feels the impact of the coronavirus, the role of sport and philanthropy has merged as a venue for generating social impact and providing relief to those in need. This research focuses on the social responsibility and philanthropic mobilization of professional athletes to address urgent social needs during the COVID-19 crisis. In particular, the study focuses on the role that social media plays in the communication of these socially responsible activities developed by professional athletes. This study examined how the various ways that athletes are giving back and the messaging strategies related to the impact of COVID-19. By doing that, the authors identified three key areas: Awareness Raising and Advocacy; Calls to Action and Engagement; Information Sharing and Communication. Other relevant insights into philanthropic and social responsibility strategies and approaches were identified (e.g., direct giving, fundraising, awareness raising, mobilizing networks, or information sharing). The paper also discusses the potential responses and outcomes garnered by communicating these efforts and offers insights into how professional athletes can maximize their social impact around the world during crisis during crises such as the COVID-19.
Abuín-Penas, J. and Fontenla-Pedreira J. (2020): “Cómo interactúan los seguidores del Mundial de Fútbol Femenino 2019 en Instagram” en S. Liberal Ormaechea Las redes sociales como herramienta de comunicación persuasiva, McGraw-Hill Interamericana de España, España, pp. 213-227.
Abuín-Penas, J., Martínez-Patiño, M.J., & Míguez-González, M.I. (2019). Spanish Winter Olympic athlete’s communication on Instagram. Journal of Human Sport and Exercise, 14(4proc), S780-S791. https://doi.org/10.14198/jhse.2019.14.proc4.40
Ali, I., Jiménez-Zarco, A. I., & Bicho, M. (2015). Using social media for CSR communication and engaging stakeholders in Adi, A., Grigore, G. and Crowther, D. (Eds), Corporate Social Responsibility in the Digital Age (Developments in Corporate Governance and Responsibility), 7, 165-185. Emerald Group Publishing, Bingley. https://doi.org/10.1108/s2043-052320150000007010
Anderson, S. M., & Martin, M. M. (2019). The African American Community and Professional Baseball: Examining Major League Baseball’s Corporate Social-Responsibility Efforts as a Relationship-Management Strategy. International Journal of Sport Communication, 12(3), 397-418. https://doi.org/10.1123/ijsc.2018-0157
Babiak, K., & Wolfe, R. (2009). Determinants of corporate social responsibility in professional sport: Internal and external factors. Journal of Sport Management, 23(6), 717-742. https://doi.org/10.1123/jsm.23.6.717
Babiak, K., Mills, B., Tainsky, S., & Juravich, M. (2012). An investigation into professional athlete philanthropy: Why charity is part of the game. Journal of Sport Management, 26(2), 159-176. https://doi.org/10.1123/jsm.26.2.159
Bennett, L. (2014). ‘If we stick together we can do anything’: Lady Gaga fandom, philanthropy and activism through social media. Celebrity Studies, 5(1-2), 138-152. https://doi.org/10.1080/19392397.2013.813778
Chung, J. (2018). Social Responsibility in Sports: A Call for a Systematic Approach. J. Legal Aspects Sport, 28, 138-150.
Cruz Roja Española. (2020, April 17). Destacados de la semana del Plan Cruz Roja RESPONDE. https://www2.cruzroja.es/web/cruzroja/-/destacados-de-la-semana-del-plan-cruz-roja-responde
Evans, P. (2020, April 16). Warriors lean on partnerships to drive relief efforts. Front Office Sports. https://frntofficesport.com/warriors-partner-pivots
Fanta, J. (2015, August 29). Saints came marching in: How football helped Katrina revival. CNBC. https://www.cnbc.com/2015/08/28/saints-came-marching-in-how-football-helped-katrina-revival.html
Fifka, M. S., & Jaeger, J. (2020). CSR in professional European football: an integrative framework. Soccer & Society, 21(1), 61-78. https://doi.org/10.1080/14660970.2018.1487840
Formentin, M., & Author, K. (2014). Communicating Corporate Social Responsibility in Sport Organizations: Incorporating new media. In Routledge Handbook of Sport and New Media (pp. 207-217). Hardin, M. & Billings, A, Eds. Routledge. https://doi.org/10.4324/9780203114711.ch17
Giffin, A. (2020, April 20). Athletes adjust to social distancing with social media. Opendorse. https://opendorse.com/blog/athletes-adjust-to-social-distancing-with-social-media/
Hamil, S., & Morrow, S. (2011). Corporate social responsibility in the Scottish Premier League: Context and motivation. European Sport Management Quarterly, 11(2), 143-170. https://doi.org/10.1080/16184742.2011.559136
Hancock, J. (2020, April 23). What is the NFL Draft-A-Thon? Explaining the COVID-19 fundraiser & lineup of celebrity appearances. Sporting News. https://www.sportingnews.com/us/nfl/news/nfl-draft-a-thon-explained-celebrity-lineup/1vkeejtn8nsvb1vogprkgm4l5o
Inoue, Y. & Havard, C.T. (2015). Sport and disaster relief: a content analysis. Disaster Prevention and Management, 25(3), 355-368. https://doi.org/10.1108/dpm-12-2014-0276
Inoue, Y., Kent, A., & Lee, S. (2011). CSR and the bottom line: Analyzing the link between CSR and financial performance for professional teams. Journal of Sport Management, 25(6), 531-549. https://doi.org/10.1123/jsm.25.6.531
Kassing, J. W., & Sanderson, J. (2010). Fan–athlete interaction and Twitter tweeting through the Giro: A case study. International Journal of Sport Communication, 3(1), 113-128. https://doi.org/10.4135/9781526437358
Kihl, L., Author, K., & Tainsky, S. (2014). Evaluating the implementation of a professional sport team’s corporate community involvement initiative. Journal of Sport Management, 28(3), 324-337. https://doi.org/10.1123/jsm.2012-0258
Kim, J. K., Ott, H. K., Hull, K., & Choi, M. (2017). Double play! Examining the relationship between MLB’s corporate social responsibility and sport spectators’ behavioral intentions. International Journal of Sport Communication, 10(4), 508-530. https://doi.org/10.1123/ijsc.2017-0081
Klemko, R. (2017, December 5). J.J. Watt is SI's 2017 sportsperson of the year. Sports Illustrated. https://www.si.com/sportsperson/2017/12/05/si-sportsperson-of-the-year-jj-watt-houston-texans
Moran, E. (2020, April 28). Athletes reaching fans with new message on Facebook and Instagram. Front Office Sports. https://frntofficesport.com/facebook-instagram-athletes/
Nielsen Sports and Entertainment. (2020). La Liga Santander Challenge. http://nielsensports.com/wp-content/uploads/2014/09/Nielsen-Sports-Entertainment_Ibai-FIFA-Tournament_DEF.pdf
Pegoraro, A. (2010). Look who’s talking—Athletes on Twitter: A case study. International Journal of Sport Communication, 3(4), 501-514. https://doi.org/10.1123/ijsc.3.4.501
Persuit, J.M. (2017). The potential for paracrisis in corporate philanthropy and social media. International Journal of Organization Theory & Behavior, 20(1), 51-71. https://doi.org/10.1108/ijotb-20-01-2017-b002
Smith, A. C., & Westerbeek, H. M. (2007). Sport as a vehicle for deploying corporate social responsibility. Journal of corporate citizenship, (25), 43-54.
Waters R. D. & Tindall N. T. J. (2011). Exploring the Impact of American News Coverage on Crisis Fundraising: Using Media Theory to Explicate a New Model of Fundraising Communication. Journal of Nonprofit & Public Sector Marketing, 23(1), 20-40. https://doi.org/10.1080/10495142.2010.494875
Yan, G., Pegoraro, A., & Watanabe, N. M. (2018). Student-athletes’ organization of activism at the University of Missouri: Resource mobilization on Twitter. Journal of Sport Management, 32(1), 24-37. https://doi.org/10.1123/jsm.2017-0031
How to Cite
Copyright (c) 2018 Journal of Human Sport and Exercise
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Each author warrants that his or her submission to the Work is original and that he or she has full power to enter into this agreement. Neither this Work nor a similar work has been published elsewhere in any language nor shall be submitted for publication elsewhere while under consideration by JHSE. Each author also accepts that the JHSE will not be held legally responsible for any claims of compensation.
Authors wishing to include figures or text passages that have already been published elsewhere are required to obtain permission from the copyright holder(s) and to include evidence that such permission has been granted when submitting their papers. Any material received without such evidence will be assumed to originate from the authors.
Please include at the end of the acknowledgements a declaration that the experiments comply with the current laws of the country in which they were performed. The editors reserve the right to reject manuscripts that do not comply with the abovementioned requirements. The author(s) will be held responsible for false statements or failure to fulfill the above-mentioned requirements.
This title is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license (CC BY-NC-ND 4.0).
You are free to share, copy and redistribute the material in any medium or format. The licensor cannot revoke these freedoms as long as you follow the license terms under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
NonCommercial — You may not use the material for commercial purposes.
NoDerivatives — If you remix, transform, or build upon the material, you may not distribute the modified material.
No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
Transfer of Copyright
In consideration of JHSE’s publication of the Work, the authors hereby transfer, assign, and otherwise convey all copyright ownership worldwide, in all languages, and in all forms of media now or hereafter known, including electronic media such as CD-ROM, Internet, and Intranet, to JHSE. If JHSE should decide for any reason not to publish an author’s submission to the Work, JHSE shall give prompt notice of its decision to the corresponding author, this agreement shall terminate, and neither the author nor JHSE shall be under any further liability or obligation.
Each author certifies that he or she has no commercial associations (e.g., consultancies, stock ownership, equity interest, patent/licensing arrangements, etc.) that might pose a conflict of interest in connection with the submitted article, except as disclosed on a separate attachment. All funding sources supporting the Work and all institutional or corporate affiliations of the authors are acknowledged in a footnote in the Work.
Each author certifies that his or her institution has approved the protocol for any investigation involving humans or animals and that all experimentation was conducted in conformity with ethical and humane principles of research.
Biomedical journals typically require authors and reviewers to declare if they have any competing interests with regard to their research.
JHSE require authors to agree to Copyright Notice as part of the submission process.