Evaluating the social impact of a university sport event on satisfaction, quality of life, and loyalty toward the university: Why It Matters

Abstract

Sport experience in a social setting provides numerous opportunities for participants to form meaningful relationships. While student engagement in campus activities plays a vital role in generating positive benefits at individual, interpersonal, and social levels, prior research has yet to provide a comprehensive understanding of university students’ sport-related campus experiences. To bridge this gap, the current study investigates the relationship between the social impact of a university-hosted sport event and subsequent student behaviors. Drawing on social exchange theory and a community-based perspective, this examination explores the structural relationships among perceived social impact, event satisfaction, quality of life, and student loyalty to the university. Analyzing survey data from 284 students at a large university in Belgium, the results indicate that community pride positively influences satisfaction, and community attachment serves as a key antecedent of both satisfaction and quality of life. Additionally, the social benefit of community excitement is positively associated with students’ perceived quality of life. Furthermore, higher levels of satisfaction and quality of life significantly enhance student loyalty toward the university. These results suggest that strategically leveraging campus sport events can optimize students’ social experiences and quality of college life, ultimately fostering greater institutional commitment. Accordingly, university administrators should view campus sport events not merely as transitory entertainment or one-time occurrences, but as strategic platforms for strengthening students’ sense of belonging and attachment to the campus community. The findings also confirm the application of social exchange theory, demonstrating that participants are more likely to perceive social benefits of a sport event when it becomes internalized as a meaningful experience that satisfies their needs within the college environment.