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

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.

KEYWORDS:

• Corporate social advocacy
• theory of planned behavior
• emotions
• issue involvement

Disclosure statement

No potential conflict of interest was reported by the author(s).