Drivers of the perceived social impact of the Super Bowl: mediation and moderation analyses

Wu, Ji, Orr, Madeline, Inoue, Yuhei ORCID: https://orcid.org/0000-0002-1983-6217 and Chang, Yonghwan (2023) Drivers of the perceived social impact of the Super Bowl: mediation and moderation analyses. International Journal of Sports Marketing and Sponsorship, 24 (5). pp. 837-852. ISSN 1464-6668

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Abstract

Purpose: Building on the social leverage model (SLM), this study aims to examine the influence of event-related attributes on residents' perceived social impact of a major sport event, as mediated by event involvement. It also investigates the moderating effect of event rights holders' credibility on the relationship between event involvement and perceived social impact. Design/methodology/approach: Using a two-wave, time-lagged survey, data were collected from 220 residents of a Super Bowl host city. Hypotheses were tested using structural equation modeling (SEM). Findings: High celebratory atmosphere, social camaraderie and social responsibility as perceived before the event were associated with residents' perceptions of the social impact of the Super Bowl. Moreover, the association between social camaraderie and perceived social impact was mediated by event involvement. When appraising the rights holder as credible, involved residents reported an increased level of perceived social impact. Originality/value: This study contributes to research on the SLM by demonstrating its application among indirect participants of major sport events. Additionally, it suggests the imperative role of rights holders' credibility in promoting the perceived social impact among involved residents.