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• W3016571036 abstract "Purpose This study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing. Design/methodology/approach To discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance. Findings Results show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found. Originality/value The study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities." @default.
• W3016571036 created "2020-04-24" @default.
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• W3016571036 date "2020-04-12" @default.
• W3016571036 modified "2023-09-25" @default.
• W3016571036 title "The dynamics of cause-related marketing platform and interactivity on college sport fans' donations" @default.
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• W3016571036 doi "https://doi.org/10.1108/sbm-08-2019-0070" @default.
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