Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2021.1932547
Corporate social responsibility of sports club in the era of coronavirus pandemic. ZagłeRbie Sosnowiec case study
Tianyu Li
Lulu Hao
Jakub Kubiczek
Adrian Pietrzyk
Sažetak
The aim of the study is to identify, and present the CSR practices
that have been, and are also currently being implemented by
football clubs in the era of the Covid-19 pandemic. Moreover, it
also strives to assess the impact of these practices on media
coverage. The results of the research show that among the posts
published by ZagłeRbie Sosnowiec on social media platforms, such
as their official Facebook profile, and the posts about the results
of the matches, tend to achieve the greatest reach. However, on
the contrary, posts presenting the ongoing CSR initiatives for the
local community come tend to take a backseat, and are considered to be secondary. Furthermore, when it comes to other posts
that are related to sports activities or personalities (footballers’
birthdays, match previews and information about sponsors), their
reach does not tend to differ. From an empirical point of view,
this study proves that CSR activities are an imperative element of
building relationships with the club’s stakeholders.
Ključne riječi
Corporate social responsibility; corporate community initiatives; sport management; Covid19 pandemic
Hrčak ID:
302251
URI
Datum izdavanja:
31.3.2023.
Posjeta: 296 *