Athlete's philanthropy and social responsibility communication on social media during COVID-19

This research investigates the social responsibility and philanthropic mobilization of professional athletes during the COVID-19 crisis, focusing on how social media facilitates the communication of these efforts. The study examines various ways athletes contribute, including direct giving, fundraising, awareness-raising, and mobilizing networks. It identifies three key communication strategies: Awareness Raising and Advocacy, Calls to Action and Engagement, and Information Sharing and Communication. The paper discusses potential responses and outcomes, offering insights for athletes to maximize their social impact during crises by leveraging their platforms for philanthropic and socially responsible initiatives.