Impact of Message Framing and Team Identification on Pro-Social Behavior 
in Sport Team Charity Campaigns:
 Insights from Facial Expression
and Eye-Tracking Analysis

This research investigates the effectiveness of positive versus negative message framing in charitable messages on sport team Twitter accounts. Employing facial expression and eye-tracking analysis, the study aims to: 1) assess the influence of the emotional appeals on prosocial behaviors, 2) identify their actual viewing behaviors on the charitable messages, and 3) explore the role of team identification in responses to charity messages. The findings reveal that messages eliciting feelings of sadness result in higher levels of prosocial behavior compared to those intended to evoke happiness. Further, team-related cues in cause promotions significantly capture the attention of highly identified fans. The study enhances our understanding of emotional appeals in cause promotions and provides empirical evidence supporting the role of team identification as a key motivating factor in sport team charity campaigns. These insights are valuable for sport practitioners to develop effective charity campaigns to optimize their impact.