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

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

Research output: Contribution to journalArticlepeer-review

11 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 languageEnglish (US)
Pages (from-to)695-713
Number of pages19
JournalJournal of Applied Communication Research
Volume48
Issue number6
DOIs
StatePublished - 2020

All Science Journal Classification (ASJC) codes

  • Communication
  • Language and Linguistics

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