Articlegreen2012

Differentiation of Social Marketing and Cause-Related Marketing in US Professional Sport

45 citations0/0 files storedSport Marketing Quarterly

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Corporate Social Responsibility and Sustainability Corporate Social Responsibility Reporting Consumer Behavior in Brand Consumption and Identification

Abstract

Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL, and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing, or other community outreach based on five variables that differentiate each strategy. Forty three programs were evaluated. Twenty two (51.2%) were categorized as social marketing, eight (18.6%) as CRM, and 13 (30.2%) as other community outreach. Social marketing programs were identified significantly more than CRM. The findings demonstrate how the major leagues have embraced the use of social marketing strategies to demonstrate corporate social responsibility.

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References

2005Three Approaches to Qualitative Content Analysis 2003Qualitative content analysis in nursing research: concepts, procedures and measures to achieve trustworthiness 1992Health Behavior and Health Education: Theory, Research, and Practice 2001Corporate Social Responsibility: A Theory of the Firm Perspective 2008Qualitative Content Analysis 2009Qualitative methods for health research 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 2002Content Analysis in Mass Communication: Assessment and Reporting of Intercoder Reliability

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2016How Expectations and Perceptions of Corporate Social Responsibility Impact NBA Fan Relationships 2016Cause-related sport marketing: an organizing framework and knowledge development opportunities 2019Rival team effects in cause-related sports marketing 2019Whose side are we on? Balancing economic interests with social concerns through a service-thinking approach 2019For brand alliance social or cause related marketing which one is better? A study in emerging markets

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