Triadic Public-Company-Issue Relationships and Publics’ Reactions to Corporate Social Advocacy (CSA): An Application of Balance Theory

Rim, Hyejoon; Xu, Hao; Dong, Chuqing

doi:10.1080/1062726x.2022.2071273

Cited by 20 publications

(13 citation statements)

References 67 publications

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“…The theorizing and findings of Rim et al (2022) lend support to the prediction that incongruent CSA stands increases boycotting. Rim et al identified the consumer, company and CSA issue as three important associations at play when examining how CSA messages will be perceived by individuals.…”

Section: Linking Csa and Political Polarizationmentioning

confidence: 55%

“…Relevant for this current conceptualization paper, Rim et al (2022) noted, "As our study showed, CSA triggers negative publics' evaluations of the company, even among those publics who favor a business (e.g. loyal consumers or brand lovers), such as decreased CCI [consumer-company identification] and company attitudes, when they have opposing views on the issues" (p. 129).…”

Section: Linking Csa and Political Polarizationmentioning

confidence: 73%

“…DiRusso et al (2022) argued that "CSR addresses neutral" issues, whereas CSA addresses "controversial social issues outside of the organization's normal economic and CSR interests" (p. 2; see Gaither et al, 2018, for a similar argument). As Rim et al (2022) argued, "In response to the public expectation, an increasing number of companies have moved beyond their traditional CSR programs and spoken up on these social-political issues" (p. 111). Echoing Rim et al (2022), the Times of Malta put it bluntly: "Social corporate advocacy goes beyond the established PR efforts in that it contributes to areas that are, in the traditional sense, none of its business" (Saliba, 2018, para.…”

Section: Linking Csa and Political Polarizationmentioning

confidence: 99%

“…As Rim et al (2022) argued, "In response to the public expectation, an increasing number of companies have moved beyond their traditional CSR programs and spoken up on these social-political issues" (p. 111). Echoing Rim et al (2022), the Times of Malta put it bluntly: "Social corporate advocacy goes beyond the established PR efforts in that it contributes to areas that are, in the traditional sense, none of its business" (Saliba, 2018, para. 9).…”

Section: Linking Csa and Political Polarizationmentioning

confidence: 99%

“…If an individual already dislikes a corporation, it seems reasonable to expect that a corporation engaging in CSA stances that the individual does not align with will only increase the likelihood of a boycott from the individual. And based on the findings of Rim et al (2022), even if an individual likes a corporation, if the individual does not align with the corporation's CSA stance, this also will only increase the likelihood of a boycott from the individual.…”

Section: Linking Csa and Political Polarizationmentioning

confidence: 99%

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Conceptualizing the relationship between corporate social advocacy and political polarization

Parcha

2023

CCIJ

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Purpose Corporations are now taking stands on contemporary and controversial social issues that share no obvious connection to the corporations’ business practices. At the same time, political polarization continues to intensify, which begs the question: Are these corporate stands – referred to as corporate social advocacy (CSA) – and political polarization related to each other, and if so, how? The purpose of this study is to provide a conceptualization of the connections between CSA and political polarization through a series of propositions that can be tested in subsequent research studies. Corporations have influence in society, and the ways in which they communicate on controversial social issues could further intensify or help assuage political polarization. Conversely, political polarization may be causing CSA in the first place, which would put into question the legitimacy and desirability of CSA because of the environment from which CSA is cultivated.Design/methodology/approach This study is designed to be conceptual, and the approach is based on theory building.Findings The study conceptualizes the relationship between CSA and political polarization to be symbiotic because both are bidirectional causes of each other. Engagement in CSA is also argued to be positively associated with perceptions that corporations contain particular political ideologies, i.e. more “liberal-leaning” or “conservative-leaning.” This study also predicts that – dependent on particular conditions – CSA will also lead to an increase in both boycotts and skepticism.Practical implications This study will contribute to scholars’, practitioners’ and consumers’ understanding of the causes and effects of CSA. The way in which political polarization is potentially causing CSA puts into question the legitimacy of corporations engaging in CSA in the first place. If CSA is cultivated in the soil of political polarization, is CSA desirable for corporations? Conversely, the way in which CSA is potentially causing political polarization also puts the legitimacy of CSA into question. If CSA is causing political polarization, is CSA desirable for society?Social implications Corporations are an influential part of society, and thus will influence how society views controversial social issues. If the predictions in this study hold, corporations will play an important role in either intensifying or reducing political polarization, and political polarization will also play an important role in how corporations communicate about CSA issues.Originality/value Research focused on CSA is burgeoning, yet limited studies have examined how CSA and political polarization interact. Although there could be positive aspects of corporate involvement in CSA, this study examines some of the potential negative aspects of corporate involvement in CSA. Future research will also be able to test the propositions proposed in this study.

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Section: Linking Csa and Political Polarizationmentioning

confidence: 55%

Section: Linking Csa and Political Polarizationmentioning

confidence: 73%