| Abstract: | Within the unique context of professional team sports, corporate social responsibility (CSR) is a core organizational value. The topic of value co-creation has garnered significant attention from researchers and practitioners in sports management in recent years. This study involved systematic research conducted over two years. Purpose: Study 1 explored how employees' perceptions of CSR influence their intentions to stay with or leave professional team sports organizations. Study 2 assessed the effects of CSR interactivity on social media, particularly its role in value co-creation and its broader impact on business sustainability. Methods: Data from the first study, which involved 225 employees, were analyzed using partial least squares structural equation modeling (PLS-SEM). In the second study, a total of 223 sports fans completed our online survey, and we similarly analyzed the data using PLS-SEM. Results: In Study 1, the findings revealed that positive perceptions of CSR are linked to lower turnover intentions, primarily because these perceptions strengthen employees' identification with their organization. In addition, the process of co-production was found to modify how employee identification relates to perceived CSR, influencing the overall effect on turnover intentions. In Study 2, the findings indicate that perceived CSR interactivity on social media influences team identification and fan engagement through value-in-use. Moreover, value-in-use impacts behavioral loyalty via mechanisms of team identification and fan engagement. Conclusion: The research findings from the two-year project demonstrate the significant impact of CSR on organizational dynamics and business sustainability within professional team sports organizations. The first study revealed that positive perceptions of CSR are associated with lower turnover intentions, primarily due to the strengthening of employee identification with the organization. The second study emphasized the role of CSR interactivity on social media in enhancing team identification and fan engagement, leading to behavioral loyalty through value co-creation and value-in-use. Overall, the research underscores the critical role of CSR in strengthening employee identification, lowering turnover rates, and promoting fan engagement, ultimately contributing to the overall sustainability and success of professional team sports organizations. |
