From National Pride to Brand Advocacy: How Social Media Communal Engagement Shapes the Relational Outcomes of Corporate Social Responsibility in Olympic Sponsorship

Jeongwon Yang; Keonyoung Park

From National Pride to Brand Advocacy: How Social Media Communal Engagement Shapes the Relational Outcomes of Corporate Social Responsibility in Olympic Sponsorship

Jeongwon Yang
, Keonyoung Park

Department of Communication Studies

Research output: Contribution to conference › Conference paper › peer-review

Original language	English
Publication status	Published - 7 Aug 2025
Event	108th Association for Education in Journalism and Mass Communication Conference, AEJMC 2025: Leading in Times of Momentous Change: Individual and Collective Opportunities - San Francisco Marriott Marquis, San Francisco, United States Duration: 7 Aug 2025 → 10 Aug 2025 https://www.yumpu.com/en/document/read/70660325/2025aejmcconferenceprogram (Link to conference program) https://community.aejmc.org/conference/home (Conference website) https://higherlogicdownload.s3.amazonaws.com/AEJMC/75e1f437-036f-473d-bf5c-8129413b5d75/UploadedImages/25ProgramCopyWedtoSun_update062325.pdf (Conference program) https://community.aejmc.org/conference/schedule/program (Conference program)

Conference

Conference	108th Association for Education in Journalism and Mass Communication Conference, AEJMC 2025
Abbreviated title	AEJMC25
Country/Territory	United States
City	San Francisco
Period	7/08/25 → 10/08/25
Internet address	https://www.yumpu.com/en/document/read/70660325/2025aejmcconferenceprogram (Link to conference program) https://community.aejmc.org/conference/home (Conference website) https://higherlogicdownload.s3.amazonaws.com/AEJMC/75e1f437-036f-473d-bf5c-8129413b5d75/UploadedImages/25ProgramCopyWedtoSun_update062325.pdf (Conference program) https://community.aejmc.org/conference/schedule/program (Conference program)

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Cite this

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title = "From National Pride to Brand Advocacy: How Social Media Communal Engagement Shapes the Relational Outcomes of Corporate Social Responsibility in Olympic Sponsorship",

author = "Jeongwon Yang and Keonyoung Park",

year = "2025",

month = aug,

day = "7",

language = "English",

note = "108th Association for Education in Journalism and Mass Communication Conference, AEJMC 2025 : Leading in Times of Momentous Change: Individual and Collective Opportunities, AEJMC25 ; Conference date: 07-08-2025 Through 10-08-2025",

url = "https://www.yumpu.com/en/document/read/70660325/2025aejmcconferenceprogram, https://community.aejmc.org/conference/home, https://higherlogicdownload.s3.amazonaws.com/AEJMC/75e1f437-036f-473d-bf5c-8129413b5d75/UploadedImages/25ProgramCopyWedtoSun\_update062325.pdf, https://community.aejmc.org/conference/schedule/program",

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From National Pride to Brand Advocacy: How Social Media Communal Engagement Shapes the Relational Outcomes of Corporate Social Responsibility in Olympic Sponsorship. / Yang, Jeongwon; Park, Keonyoung.
2025. Paper presented at 108th Association for Education in Journalism and Mass Communication Conference, AEJMC 2025, San Francisco, California, United States.

Research output: Contribution to conference › Conference paper › peer-review