Document Type : Research Paper
Authors
1 Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak, Iran
2 , Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak, Iran
3 Department of Sport Management, Faculty of Sport Sciences, Arak University, Arak, Iran.
Abstract
Introduction: Previous research has been conducted on startups, but few studies have explored the impact of corporate social responsibility and demographics. This paper aims to determine the effect of professional athletes' corporate social responsibility on startups success through the moderating role of demographics.
Methods: The present study was an applied nature, and the data collection method was descriptive-survey with a correlational approach. The statistical population consisted of experts in the fields of marketing, sports startups, and sports entrepreneurship. A total of 71 individuals were selected through purposive and convenience sampling. Data were collected using questionnaires and analyzed through structural equation modeling (SEM) with the SmartPLS software.
Results: The findings suggest that the corporate social responsibility of professional athletes can positively influence startup success (t: 7.38, p: 0.0001); also the corporate social responsibility variable with the moderating role of gender has a positive and significant effect on the success of startups (t: 2.032, p: 0.043).
Conclusion: It can be argued that corporate social responsibility (CSR) serves as a strategic tool that can contribute to the success of startups, particularly when these startups benefit from the support of renowned athletes. Additionally, the role of gender as a moderating factor highlights the necessity of adopting a meticulous and sensitive approach when collaborating with athletes in the context of CSR initiatives. Startups can leverage athletes' CSR efforts to align their values with those of their target audiences, thereby enhancing their brand, increasing stakeholder trust, and achieving sustainable growth.
Keywords
Main Subjects
)