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RESEARCH PRODUCT
COVID-19 and Soccer Teams on Instagram: The Case of Corporate Social Responsibility
Samuel López-carrilChristos Anagnostopoulossubject
2019-20 coronavirus outbreakCoronavirus disease 2019 (COVID-19)Team sportbusiness.industrySevere acute respiratory syndrome coronavirus 2 (SARS-CoV-2)Communication05 social sciencesPublic relationsPolitical scienceTourism Leisure and Hospitality Management0502 economics and businessPandemicAccountabilityCorporate social responsibility050211 marketingSocial mediaBusiness and International ManagementbusinessN880050212 sport leisure & tourismdescription
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.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2020-09-07 | International Journal of Sport Communication |