TY - JOUR
T1 - Testing the viability of emotions and issue involvement as predictors of CSA response behaviors
AU - Overton, Holly
AU - Choi, Minhee
AU - Weatherred, Jane Long
AU - Zhang, Nanlan
N1 - Publisher Copyright:
© 2020 National Communication Association.
PY - 2020
Y1 - 2020
N2 - 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.
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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U2 - 10.1080/00909882.2020.1824074
DO - 10.1080/00909882.2020.1824074
M3 - Article
AN - SCOPUS:85092665643
VL - 48
SP - 695
EP - 713
JO - Journal of Applied Communication Research
JF - Journal of Applied Communication Research
SN - 0090-9882
IS - 6
ER -