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Social media as a catalyst for green innovation: Evidence from listed sport firms

组织者

高瑞泽 , 韩立岩 , 李振 , 刘瑾 , 龙飞 , 史冬波 , 汤珂 , 万莉 , 张琦

演讲者

肖峰

时间

2026年04月10日 15:00 至 16:00

地点

A3-2-303

线上

Zoom 435 529 7909 (BIMSA)

摘要

Sport firms face intensifying competitive pressures as they pursue sustainable development. In this era of digital, how sport firms’ engagement with green topics on social media translates into substantive green innovation outcomes has yet to be adequately explored. Based on diffusion of innovation theory, we utilize panel data from listed firms (2008-2024) to examine how the green topic dissemination, internalization (e.g. bookmark), and sport-relevance of topics extracted from social media influence firm’ green innovation performance, while incorporating firms’ green practice effort as a moderating factor. The results show that the dissemination of green topics on social media has a lagged positive effect on sport firms’ green innovation. Green topic internalization exhibits a U-shaped relationship with green innovation, constraining innovation at low levels but promoting it at higher levels. In addition, sport relevance significantly enhances green innovation performance. Firms’ green practice efforts further moderate these relationships by strengthening the positive effects of dissemination while intensifying the effects associated with internalization. Finally, interactions among heterogeneous stakeholder groups mitigate echo chamber tendencies in social media discussions and function as positive drivers of green innovation.