Thesis
THE IMPACT OF DIFFERENT TYPES OF NFL S CORPORATE SOCIAL RESPONSIBILITY ON BEHAVIORAL INTENTIONS AMONG GENERATION Z FANS
Washington State University
Master of Arts (MA), Washington State University
01/2021
DOI:
https://doi.org/10.7273/000002468
Handle:
https://hdl.handle.net/2376/120362
Abstract
Corporate social responsibility (CSR) has been considered as one of the important marketing practices in the area of sport marketing. Generation Z consumer has been known as a significant consumption group and increasing market segment. CSR marketing can be effectively used for Generation Z consumers because they are more socially and environmentally conscious than other generations. They care deeply about social, political, and environmental events. Despite the increasing interest of the Generation Z cohort, there is limited understanding of how Generation Z fans respond differently to various CSR activities. The goal of this study was to examine the relationship between each type of CSR (environment-related, social justice-related, health-related, education-related, and patriotism-related CSR) and behavioral intentions (traditional word of mouth (TWOM), electronic word of mouth (EWOM), and attendance intention) among Generation Z NFL fans. A total of 552 data were collected and analyzed by using multiple regression analysis with SPSS 27.0. The results of this study illustrated that environment-related, social justice-related, and patriotism-related CSR had a significant impact on TWOM, EWOM, and attendance intention. Although education-related CSR had a positive impact on EWOM, it did not significantly affect TWOM and attendance intention. Lastly, health-related CSR only positively affected attendance intention. These results suggested Generation Z fans have a more positive attitude toward social justice-related, environment-related, and patriotism-related CSR than education-related and health-related CSR. Therefore, this study can provide a useful guideline that helps practitioners develop effective CSR strategies for Generation Z fans.
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Details
- Title
- THE IMPACT OF DIFFERENT TYPES OF NFL S CORPORATE SOCIAL RESPONSIBILITY ON BEHAVIORAL INTENTIONS AMONG GENERATION Z FANS
- Creators
- Wanyoung Ha
- Contributors
- Yong Chae Rhee (Advisor)Tammy Crawford (Committee Member)Justin Barnes (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Educational Leadership, Sport Studies, and Educational/Counseling Psychology, Department of
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University
- Number of pages
- 102
- Identifiers
- 99900606857301842
- Language
- English
- Resource Type
- Thesis