Longitudinal analysis of CSR message content by a sport organization: a study of the NBA’s CSR communication on social media

Purpose Social media has transformed corporate social responsibility (CSR) communication for sport organizations, transitioning from traditional one-way methods to more interactive and dynamic approaches. By leveraging the capabilities of networked platforms, organizations can now reach broader audiences and engage with them in more meaningful ways. Despite more than a decade of social media usage by sport organizations, there is limited knowledge about what CSR message content is communicated and whether there have been trends in message content over time. Such information is crucial for understanding the strategic alignment and impact of sport organizations’ CSR efforts. The purpose of this study is to examine what types of CSR messages are communicated by sport organizations via social media and how the content evolves over time. Design/methodology/approach Grounded in CSR communication and social exchange theory, our study analyzes the content of CSR messages from the NBA’s @nbacares account over a 12-year period, comprising 7,293 tweets from March 25, 2010, to April 25, 2023. The authors used topic modeling to categorize the content. Findings They categorized these messages into 18 topics across five main themes: philanthropy, community relations, diversity, equity, inclusion and accessibility (DEIA), fan engagement and the environment. Practical implications For practitioners, managers and teams within the National Basketball Association (NBA) and similar organizations, the consistent leveraging of social media, particularly platforms like @NBAcares, offers a clear blueprint for strategic community engagement. Originality/value The findings align with previous CSR research, showing that philanthropy and community relations remain prevalent themes. Further, there is a growing focus on DEIA, particularly regarding accessibility issues. Moreover, fan engagement and accessibility have emerged as key components in how sports organizations communicate their CSR messages on social media.