Despite ample research over the past two decades on the perceived social impact of sport events and event-related activities for residents, participants, program recipients, and fans, there is a dearth of research on sport organization efforts on digital media, particularly social media. One pivotal avenue for inducing social impact is through corporate social responsibility (CSR) initiatives. Drawing from stakeholder, use, and gratification theories, we address this gap by examining public emotional and psychological benefits of CSR initiatives on social media. We analyzed 35,931 tweets...Read more
