Testing the viability of emotions and issue involvement as predictors of CSA response behaviors. Issue 6 (1st November 2020)

• Record Type: Journal Article
• Authors: Overton, Holly; Choi, Minhee; Weatherred, Jane Long; Zhang, Nanlan
• Is Part Of: Journal of applied communication research. Volume 48:Issue 6(2020)
• Page Start: 695
• Page End: 713
• Publication Date: 2020-11-01
• Subjects: Corporate social advocacy -- theory of planned behavior -- emotions -- issue involvement; Electronic journals; Communication -- Periodicals; 302.2072
• DOI: 10.1080/00909882.2020.1824074
• Languages: English
• ISSNs: 0090-9882

Abstract

ABSTRACT: Corporate social advocacy (CSA) has become more prominent as companies continue taking stands on politically charged social issues. This study examines emotions and issue involvement as antecedents of theory of planned behavior variables (attitudes, subjective norms, and perceived behavioral control) to predict CSA response behaviors. A survey ( N = 373) was conducted to examine the public's response to a recent CSA example – Nike's ad campaign featuring Colin Kaepernick. Implications for theory and practice are discussed.