Athlete’s philanthropy and social responsibility communication on social media during COVID-19
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
Copyright (c) 2018 Journal of Human Sport and Exercise
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.