Testing the viability of emotions and issue involvement as predictors of CSA response behaviors

Holly Overton; Minhee Choi; Jane Long Weatherred; Nanlan Zhang

doi:10.1080/00909882.2020.1824074

Testing the viability of emotions and issue involvement as predictors of CSA response behaviors

Holly Overton
, Minhee Choi
, Jane Long Weatherred
, Nanlan Zhang

Advertising and Public Relations

Research output: Contribution to journal › Article › peer-review

63 Scopus citations

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.

Original language	English (US)
Pages (from-to)	695-713
Number of pages	19
Journal	Journal of Applied Communication Research
Volume	48
Issue number	6
DOIs	https://doi.org/10.1080/00909882.2020.1824074
State	Published - 2020

All Science Journal Classification (ASJC) codes

Communication
Language and Linguistics

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10.1080/00909882.2020.1824074

Cite this

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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{\textquoteright}s response to a recent CSA example–Nike{\textquoteright}s ad campaign featuring Colin Kaepernick. Implications for theory and practice are discussed.",

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AB - 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.

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Testing the viability of emotions and issue involvement as predictors of CSA response behaviors

Abstract

All Science Journal Classification (ASJC) codes

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