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      Persuasion effect of corporate social responsibility initiatives in professional sport franchise: Moderating effect analysis

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      PLoS ONE
      Public Library of Science

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          Abstract

          This study used the elaboration likelihood model as a theoretical basis to explore the effects of various persuasion strategies on consumer perception and attitude regarding the corporate image of sports organizations that engage in corporate social responsibility (CSR) activities. The moderating effects of involvement, sports team identification, and sports fan curiosity were also examined. The multiple-study approach was employed to increase the external validity of the research. Two studies with cross-sectional between-subject pre–post experimental design were conducted with a total of 390 participants. The research setting was the Fubon Guardians baseball team of the Chinese Professional Baseball League in Study I and the Taiwan Beer Basketball Team of the Super Basketball League in Study II. Communication through the central and peripheral routes improved consumers’ CSR perception. Furthermore, under low involvement, weak sports team identification, and low sports fan curiosity conditions, communication through the central route and peripheral route improved the participants’ CSR perception. However, under high involvement, strong sports team identification, and high sports fan curiosity conditions, the different communication methods had nonsignificantly different effects. The findings of this study provide both academic contributions and practical implications.

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          Corporate Social and Financial Performance: A Meta-Analysis

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            What We Know and Don't Know About Corporate Social Responsibility: A Review and Research Agenda

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              Measuring the Involvement Construct

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                Author and article information

                Contributors
                Role: ConceptualizationRole: Data curationRole: Formal analysisRole: Funding acquisitionRole: SupervisionRole: Writing – original draftRole: Writing – review & editing
                Role: ConceptualizationRole: Data curationRole: Project administrationRole: SupervisionRole: ValidationRole: Writing – original draftRole: Writing – review & editing
                Role: Editor
                Journal
                PLoS One
                PLoS One
                plos
                plosone
                PLoS ONE
                Public Library of Science (San Francisco, CA USA )
                1932-6203
                7 December 2020
                2020
                : 15
                : 12
                : e0243579
                Affiliations
                [1 ] Department of Recreation and Leisure Industry Management, National Taiwan Sport University, Guishan, Taoyuan, Taiwan
                [2 ] Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Guishan, Taoyuan, Taiwan
                Universitat Jaume I, SPAIN
                Author notes

                Competing Interests: The authors have declared that no competing interests exist.

                Author information
                https://orcid.org/0000-0002-2557-2844
                Article
                PONE-D-20-25669
                10.1371/journal.pone.0243579
                7721180
                33284839
                59536ed3-2de1-4c5e-af66-1ee6d719d6e3
                © 2020 Chen, Lin

                This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

                History
                : 16 August 2020
                : 23 November 2020
                Page count
                Figures: 0, Tables: 11, Pages: 21
                Funding
                Funded by: funder-id http://dx.doi.org/10.13039/501100004663, Ministry of Science and Technology, Taiwan;
                Award ID: MOST 108-2410-H-179-003 -
                Award Recipient :
                This study is funded by Ministry of Science and Technology (MOST), Taiwan. Grant Number: MOST 108-2410-H-179-003 - The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.
                Categories
                Research Article
                Biology and Life Sciences
                Psychology
                Behavior
                Recreation
                Sports
                Social Sciences
                Psychology
                Behavior
                Recreation
                Sports
                Biology and Life Sciences
                Sports Science
                Sports
                Biology and Life Sciences
                Psychology
                Psychological Attitudes
                Social Sciences
                Psychology
                Psychological Attitudes
                Social Sciences
                Sociology
                Communications
                Social Communication
                Biology and Life Sciences
                Neuroscience
                Cognitive Science
                Cognition
                Social Sciences
                Sociology
                Communications
                Social Sciences
                Sociology
                Communications
                Social Communication
                Social Media
                Computer and Information Sciences
                Network Analysis
                Social Networks
                Social Media
                Social Sciences
                Sociology
                Social Networks
                Social Media
                Computer and Information Sciences
                Information Technology
                Information Processing
                Social Sciences
                Economics
                Industrial Organization
                Custom metadata
                All relevant data are within the paper and its Supporting Informationw files.

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