The study is to identify consequences and providing solutions to social responsibility development of famous athlete. The research was descriptive and applied which utilized a thematic analysis. The population included all of the experts in the field of social responsibility in sport, in three scientific, executive and sports groups. The researchers interviewed 16 subjects by a purposive sampling method.  In the section of providing solutions, 50 open codes were obtained which put in 9 categories. Finally, we obtained seven categories of advertising-media, policy making, research, motivation, culture making, individual development, and communication. In the section of the consequences of social responsibility development, 52 open codes were obtained in 13 categories which ranked in 13 categories. Finally, five categories were obtained: sustainable development, sports development, political development, cultural development, and individual-organizational development. According to the valuable consequences of athletes' social responsibilities for society, it is recommended to form a social responsibility association in all sports organizations.

The purpose of this study was to identify the effect of athlete social responsibility on fan identity with the mediating role athlete reputation, fan engagement and athlete brand image. The research method was descriptive-correlational and the statistical population of the study consisted of all students of public universities in the west of the country, 720 of whom were selected as a statistical sample. The tool for measuring the research variables was a questionnaire which was used after confirming its face and content validity by professors and also its internal reliability using Cronbach's alpha test. Structural equation modeling method was used to test the hypotheses. The results showed that the athlete's social responsibility directly has a positive and significant effect on the athlete's reputation (0.60), fan engagement (0.59), athlete brand image (0.19) and fan identity (0.33). Also, the athlete reputation has a direct and significant positive effect on the athlete brand image (0.725), fan engagement on the image of the athlete (0.51) and athlete brand image on the fan identity (0.58). Finally, the results indicate that the athlete's social responsibility indirectly affects the fan identity through the mediation of the athlete brand image with a coefficient of 0.11, the mediation of the athlete reputation and athlete brand image with a coefficient of 0.08, and the mediation of the fan engagement and the athlete brand image It has a positive and significant effect with a coefficient of 0.17. Thus, athletes can achieve this important and vital consequence, namely fan identity, by participating in a variety of social responsibility activities and focusing on the concept of fan engagement and how to implement it, managing their brand reputation and image.

Activities related to social responsibility can affect decision-making by sports consumers (i.e., fans), who may respond to such activities through increased pro-social behaviors. Athlete social responsibility activities can be further linked to a marketing goal (e.g., branding) or their psychological and personal connections. By complementing social science and consumer psychology research approaches, neuroimaging can thus provide marketers with information otherwise unobtainable via traditional marketing research methods (e.g., questionnaires, interviews, and focus groups). The primary purpose of this paper was to determine neural mechanism using electroencephalogram (EEG) underlying sport consumers’ responses to athlete social responsibility activities and examine the impacts on their pro-social behaviors. This study would thus help gain a novel approach and better understand psychological processes that underlie the aspects of sports consumer behaviors and contribute to the better revealing of factors that may influence variables such as consumer behaviors.

Social and control messages from famous and fictitious athletes were accordingly presented to a total number of 29 student participants while their EGG data were recorded. The study consisted of a presentation of 120 trials. The order of the trials was randomized. Sixty of the trials began with an image of one of the two individuals (Famous/Fictitious), and the rest began with a cue indicating the message type (Social/Control). EEG of the participants was recorded during the task. Participants’ task was to carefully look at the stimuli and listen to the messages. To ensure that participants paid attention to the stimuli, after every 12 trials, they were given a sentence to judge whether it was one of the presented messages or not. To further encourage the participants to pay attention to the stimuli, they were rewarded monetarily based on their performance on these questions.
The EEG data were then analyzed using the SPM v12 software. The analysis was conducted in two stages, (1) absolute brain activity, and (2) correlation of brain activity with pro-social behaviors in fans, as measured by the pro-social questionnaire.

The results revealed the higher activity of the inferior frontal gyrus (IFG). The left-IFG was also more active than whenever the message was related to the famous athlete. In addition, bilateral-IFG was more active in response to the presentation of the social messages. These were also indications that the participants processed the messages by the famous person and social messages stronger than that of the fictitious athlete or control ones. Therefore, it could be argued that the participants treated the athletes and the messages differently and, in particular, paid much attention to the famous athlete and social messages.Similar to IFG, while SMG is part of the primary somatosensory cortex, it is also involved in language processing. SMG and IFG are also engaged in emotion and language networks. Bilateral-SMG was thus strongly activated in response to the messages by the famous athlete. This was another indication that the participants processed the messages associated with the famous athlete stronger than that of the fictitious one. The higher activation of both IFG and SMG in the socially relevant message was also an indication of the in-depth processing of the social messages. Considering that the participants were unaware of the purpose of the study, this higher activation was the evidence of intrinsic attention to socially relevant messages. Therefore, important messages could be framed in social contexts to have more effectiveness.Notably, the study results demonstrated a strong correlation between the activation of the posterior cingulate cortex (PCC) and the consumers’ pro-social behaviors towards the famous athlete (r=0.697, P<0.001). Furthermore, the findings provided evidence that such impacts were just pronounced for female participants than males (P=0.001). Besides, the neuroscience findings suggested that athlete social responsibility activities engage emotional and language processing brain networks stronger, provide an effective strategy to influence consumers’ pro-social behaviors, and forward practical implications for athletes and social scientists. Overall, these findings demonstrated that the promotion of athletes involved in socially responsible initiatives could produce generous benefits for society, alongside personal branding profits for athletes themselves.

Consumer neuroscience and neuromarketing research have started to study the effectiveness of marketing stimuli in influencing consumer responses towards brands. Such research has long been investigated through traditional market research methods. The current paper has shown that marketers, social scientists, and managers can directly investigate and measure consumers’ underlying intentions via neuromarketing methods. To authors' knowledge, the current study provides an extension to the literature of neuroscience study in the domain of sports social responsibility and in testing the relationship between sports consumers’ brain activity and their behavioral responses. The current research findings outline that athletes engaging in social responsibility activities can affect sport fans' behavioral intentions, such as pro-social behaviors. Athletes are increasingly being managed as brands, and their actions have an impact on fans' attitudes and behavioral intentions. Therefore, based on current neural results, athletes can use social responsibility activities as a solid variable to manage their brands and how consumers perceive their brand image. Further, the present study demonstrated how these initiatives positively influence consumer behavior with respect to their pro-social behaviors. Collectively the current study has a practical, theoretical, and methodological contribution to marketing literature, social science, and sports marketing literature.To the knowledge of the managers and marketers, the present study findings suggest that social responsibility activities are a valuable strategy for athletes to increase sports consumers' behavioral intentions such as pro-social behaviors. More importantly, this study's findings suggest that female consumers perceive athlete social responsibility activities more favorably. Therefore, athletes should implement social responsibility activities plans that could effectively link cause activities with sports consumers' pro-social behaviors. For instance, long-term partnerships with local businesses for sourcing and more comprehensive society development through locally developed school-based health programs. This may be particularly effective in contexts where either the athlete is female or where a league or a team has a predominantly female consumer base.Limitations bound this research that future research should aim to address. The current study identified involved brain areas using 3D source reconstruction of the EEG data. While 32 EEG electrodes can provide reasonably accurate data for this procedure, it would be informative to run similar studies using fMRI to provide a better spatial resolution and investigate deeper brain areas in further detail. Furthermore, future studies should seek to test the impact of more variables on moderating the impact of athlete social responsibility on sports consumer responses. This study was limited to assessing the impacts of gender as a binary approach. Future investigations along these lines will broaden our knowledge to identify more demographical variables like income, socioeconomic status, years of education, and age.

Ethical considerations

Compliance with ethical guidelines
The conditions of this study were designed in such a way that there was no physical or mental harm to the participants and by observing ethical principles such as obtaining informed written consent, respecting the principle of confidentiality of participants, providing sufficient information about how to research and their freedom to quit from the research process was performed. Also, the code of ethics for this research was received from the National Committee for Ethics in Biomedical Research (IR.IUMS.REC.1397.181).

Authors’ contributions

This paper has been written equally by all authors with the same contribution.

Funding

This research has no personal or organizational financial support.

Data collection was performed at the National Brain Mapping Laboratory of the University of Tehran, thanking the valuable cooperation of this laboratory.

Conflict of interest

The authors declared no conflict of interest.

According to the concept of social responsibility, since professional athletes are members of society and, like other members of society, are responsible for their environment, it is necessary for them both to improve their sportive, economic and social performance and to promote the social living standards of the people of the society. Therefore, the main purpose of the present study was to investigate the social responsibility of professional athletes during Coronavirus pandemic. The research design was qualitative and was conducted through Grounded theory Also, the statistical sample of the research consisted of fourteen athletes, experts and faculty members who underwent interview. Also, the findings were analyzed through coding method in three stages open, axial and selective, and a set of basic themes was collected during the open coding process and categories were extracted from them, accordingly. Then, in the axial and selective coding stage, the link between these categories was determined under the headings of contexts, strategies and consequences. Based on the results, nine-three marks were identified in the coding, which were placed in 20 categories. According to the results, it is suggested that top officials and decision makers in sports, with awareness of the high potential of athlete’s social influence, to plan preventive policies in relation to the critical condition of COVID-19 Pandemic and considering the social responsibility of athletes in this context, make their own decisions.

The purpose of this study was to investigate the influence of social responsibility on branding of individual athletes and as a mediator of brand reputation and attachment. The statistical population of this study were 207 physical education students and graduates. The participants responded to an online questionnaire created by the researcher. The results of the sampling available in social network sports groups were analyzed using structural equation modeling software. The overall reliability of the questionnaire (social accountability, personal brand, brand reputation, brand affiliation) using Cronbach's alpha was 95%. To calculate instrument validity, the construct validity was estimated by exploratory factor analysis and indicated the validity of the research questions. According to the model results, social responsibility influenced brand reputation (77%) and brand attachment (56%). Brand reputation (76%) and brand attachment (17%) affected personal brand. It can be argued that the activity of athletes toward social responsibility is a factor that can turn them into a renowned brand among fans and increase the attachment of supporters to an athlete's own brand. This will benefit the community and the athlete himself.

The purpose of this study was to identify dimension of social responsibility of Celebrity athletes. This research was done with qualitative way and with a survey approach (cross-sectional), which in terms of purpose, was applied and in terms of Nature, was exploratory. The population was composed of all experts in the field of social responsibility in sport, in three academic, executive and sports groups. Access to subjects were selected in a purposive sampling method, Interviewed with 12 people. These people included faculty members in the social sciences (2 people), and sports management (5 people), knowledgeable sport Managers (2 people) and Celebrity athletes (3 people). Data analysis was done by open, axial and selective coding. From the analysis of qualitative data, 100 primary codes were obtained that were classified in 18 subsidiary categories. Finally, were identified eight major categories of political, economic, legal, social, philanthropic, environmental, MediaNews and educational Sports.  Results can be used to complete the theoretical foundations of social responsibility in sport. Also, recommended the relevant organizations carry out the necessary measures to extend these responsibilities among athletes, clubs and all relevant organizations.

The aim of this study was to design a model for development of personal social responsibility of professional athletes in Iran. The method of the study was qualitative research based on Grounded theory, and the Strauss-Corbin model was used to identify the phenomenon and collect data through interviews. The research participants were experts and researchers in the field of social responsibility and sport management, and professional coaches and athletes, were selected using snowball sampling method. The data was collected through semi-structured in-depth interviews that continued until theoretical saturation was reached. The validity of the research was confirmed by showing the process of analyzing the interviews to the experts and research reliability in terms of methodology and content, the accuracy of different aspects of research from collection to data analysis, was investigated by asking two experts who had no connection to the research. Findings showed causal factors: social culture, social status, sports privileges, sports philosophy; Underlying factors: ethics, spirituality, organizational support, family-centered, responsibility; Interfering factors: awareness, planning, support, macro limitations; Central phenomenon: participation, empathy, authority, benevolent presence, communication, support for the deprived, environmental support, appreciation. Also strategies: social relations, support, awareness, motivation, validation, planning; Implications also include: athlete brand, health-oriented sport, social improvement and culture building. Implementing the athlete’s social responsibility model and focusing on development of its components, sports managers can influence the athletes participation and subsequently the participation of the society in social activities and achieve the social goals of sports in society. The application of the model is important since knowing the relationships between the factors of the model can give managers and athletes a better understanding and have a more scientific view of the phenomenon in question.

The purpose of this study was to present a model for developing the social responsibility of elite female athletes on Instagram which was done by descriptive-survey method in the statistical population including all elite female athletes in Iran who are active on Instagram which The sample size was determined using Morgan table 201 people.The research instrument was the standard questionnaire of social responsibility in sports Niazi-Tabar et al (2020) which to confirm the face and content validity of the questionnaire from 9 professors of sports management and to confirm the reliability by conducting a preliminary study on 30 people in the community and calculating the Cronbach's alpha coefficient (0.82). In order to analyze the collected data, K-S tests, exploratory factor analysis, Friedman ranking test and structural equation analysis with SPSS software version 23 and Smart PLS were used. Findings showed that 11 factors include encouraging social participation, respecting community rules, respecting community culture, respecting community traditions, role modeling, appropriate treatment of fans, coverage, awareness and knowledge, promoting a healthy lifestyle, and commitment to sports. Club and attention to communication and media factors that are effective in developing the social responsibility of elite female athletes on Instagram.

amples of 163 disabled men (53 paralympics ath- letes, 50 athletes and 60 non-athletes) completed the Bar-On (1997) Emotional Intelligence Questionnaire. The results of ANOVA showed both groups of athletes had hi- gher levels of emotional intelligence than non-athletes. MANOVA revealed that paralympics athletes had higher sco- res in self-actualization and independency subscales than disabled athletes. The athletes scored higher in self-awa- reness, social responsibility, interpersonal relationships, problem solving, stress tolerance and happiness subscales than non-athletes

The purpose of the present research was to identify the factors influencing personal branding for individual athletes. The research method was qualitative approach. The statistical population of the research includes 18 prominent athletes who are national and international champions and sports marketing experts. The sampling method was purposive. The data collection tool was in-depth and semi-structured interviews. Data analysis was done in MaxQDA software version 2020. 136 primary propositions with a total frequency of 247 and with 3 main categories (environmental factors, individual characteristics of athletes, performance characteristics) and 8 subcategories (mass media, social factors, management factors, economic conditions, individual personality characteristics, social responsibilities, social skills) were calculated as effective indicators on personal branding in individual athletes. The results showed that athletes pay more attention to environmental factors, especially mass media, to improve their personal brand as much as possible and manage it better. Also, officials should consider managerial factors such as the budget allocated to the sports field, Comprehensive planning in order to promote athletes, monitor the behavior and relationships of athletes and the existence of legal infrastructure that affects the brand of athletes.