In the modern digital landscape, the interplay between corporate social responsibility (CSR) and social media has emerged as a pivotal element for enhancing brand perception, fostering customer engagement, and steering the success and sustainability of businesses. Research Purpose: This study examines the significant influence of CSR interactivity on social media platforms, investigating its effects on value co-creation and its wider impact on business sustainability. Research Methodology: Data were collected from 420 sports fans in professional team sports organizations, with analysis conducted via partial least squares structural equation modeling (PLS-SEM). Results and Discussion: Findings indicate that perceived CSR interactivity on social media influences team identification and fan engagement through value-in-use. In addition, value-in-use was found to impact behavioral loyalty via mechanisms of team identification and fan engagement. Contributions: This research aims to offer a detailed understanding of the complex interplay between CSR interactivity, value co-creation, and digital channels, with a particular emphasis on the mediating role of value-in-use within the context of social media platforms. Moreover, both team identification and fan engagement serve as mediating effects in transforming perceived CSR interactivity into behavioral loyalty. This study contributes to a better understanding of professional team sports fans’ behaviors.
