幸福
广告
鉴定(生物学)
社会化媒体
事件(粒子物理)
独创性
业务
结构方程建模
心理学
价值(数学)
应用心理学
社会心理学
计算机科学
万维网
创造力
植物
物理
量子力学
生物
机器学习
出处
期刊:Journal of Research in Interactive Marketing
[Emerald Publishing Limited]
日期:2024-05-06
卷期号:19 (1): 98-114
标识
DOI:10.1108/jrim-07-2023-0237
摘要
Purpose This study aims to investigate the impact of self-identification with the event role on runners' social media interaction and willingness to donate. Design/methodology/approach Online survey data from 319 charity sport event participants are used in this study. Partial least squares structural equation modelling was used to the hypothesis. Findings The results suggest that runners' self-identification drives their happiness when participating in CSEs via co-creation and satisfaction. Importantly, runners' happiness positively influences their social media sharing of their positive experiences related to participating in CSEs as well as their willingness to donate the money to non-profit organisations. Originality/value This study advances the knowledge about how runners perceive their self-identification when participating in CSEs, which influences their happiness and behavioural responses.
科研通智能强力驱动
Strongly Powered by AbleSci AI