Corporate social responsibility interactivity and fan loyalty: exploring value-in-use in digital sports communities

Purpose This study explores how corporate social responsibility (CSR) interactivity on social media affects value co-creation among sports fans and enhances the sustainable management of professional sports organizations. Design/methodology/approach Convenience sampling was used, and data were collected from 420 fans of professional sports teams in Taiwan through an online survey. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings The results revealed that perceived CSR interactivity on social media positively influenced team identification and fan engagement via value-in-use. Furthermore, value-in-use played a mediating role in enhancing behavioral loyalty through its impact on team identification and fan engagement. Originality/value This study contributes to understanding digital CSR strategies by showing how interactive CSR content on social media promotes value co-creation and fan loyalty in the context of professional sports. It underscores the mediating role of value-in-use in linking CSR interactivity to behavioral outcomes, such as fan engagement and loyalty. The insights generated by this study provide practical guidance for sports organizations seeking to achieve sustainable and socially rooted fan engagement through the strategic use of interactive CSR communication on digital platforms.