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Supportrars åsikt om samhällsansvar: En studie om supportrars attityd till samhällsansvar utöver kärnverksamheten
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
: Supporter’s opinion about social responsibility (English)
Abstract [sv]

Corporate Social Responsibility (CSR) är i grunden ett företagsbegrepp som på senare år allt mer börjat prägla idrottsvärlden. CSR är ett samlingsbegrepp på aktiviteter som utförs för att främja samhället. Anledningarna till att idrottsföreningar väljer att engagera sig i frågor som berör samhället är många men, inom Sverige har den idrottsliga kommersialiseringen och professionaliseringen bidragit till att elitidrottsföreningar arbetar med CSR-frågor utöver kärnverksamheten. Elitidrottsföreningar skapar stort medialt intresse och supportrar är en av elitidrottsföreningarnas primära intressenter som bidrar till framgång. Alla supportrar har inte samma engagemang eller åsikter i frågor rörande föreningen. Syftet med denna studie är att undersöka svenska elitidrottsföreningars supportrars attityd till CSR-arbete utöver kärnverksamheten samt jämföra om attityden skiljer sig mellan supportrar baserat på supporteridentifikation. För att uppnå syftet gjordes en kvantitativ enkätundersökning av supportrar till Hammarby Fotboll. Av totalt 96 respondenter identifierades 44 med lägre och 52 med högre supporteridentifikation. Resultatet visade att attityden mellan respondentgrupperna skiljde sig på det sätt att den högre identifikationsgruppen lutade åt en negativ attityd samtidigt som den lägre identifikationsgruppen var neutral med en marginell negativ lutning. Studien landade i att skillnaderna var marginella och att båda grupperna tolkas neutrala vilket ger slutsatsen att CSR utöver kärnverksamheten har ringa betydelse för supportrar oavsett identifikation.

Abstract [en]

Corporate Social Responsibility (CSR) is at its core a business concept that, in later years, has begun to make its way into the world of sports. The term CSR refers to activities undertaken to benefit the community. The reasons that sports associations choose to engage in issues that affect the community are many but, atleast in Sweden, the commercialization and professionalization of sports in particular contributed to these associations working beyond their core business, with CSR. Elite sports associations create a great amount of media exposure while supporters of the various associations are considered the primary stakeholder in its success. However, all supporters do not have the same level of commitment to, or opinions on, issues concerning the association. The purpose of this study is to investigate the Swedish elite sport associations supporters' attitude towards CSR activities beyond its core business and to compare if the attitude differs between supporters based on supporter identification. To achieve this purpose, a quantitative survey of the supporter of Hammarby Football was performed. Of the 96 respondents in total, 44 were identified as having a lower degree of supporter identification while 52 were identified as having a higher degree. Results of the study showed that the attitude of the two groups differed in that the group identified as having a higher degree of identification leaned towards a more negative attitude towards CSR while the group with lower degree of identification had a neutral attitude with a slight negative slope. The study, however, deduced that these differences were marginal and that both groups are still interpreted as neutral, which provides the conclusion that CSR activities beyond the core business holds little significance to supporters, regardless of their identification.

Place, publisher, year, edition, pages
2016.
Keyword [en]
CSR, elite sports associations, social responsibility, attitude, supporters
Keyword [sv]
CSR, elitidrottsföreningar, samhällsansvar, attityd, supportrar.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-21820OAI: oai:DiVA.org:du-21820DiVA: diva2:940688
Available from: 2016-06-21 Created: 2016-06-21

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