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Keywords: Donation intention
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Journal Articles
The dynamics of cause-related marketing platform and interactivity on college sport fans' donations
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2020) 10 (2): 227–241.
Published: 14 April 2020
.../approach To discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans...
