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.

中文翻译：

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测试情绪和问题参与的可行性，作为CSA响应行为的预测指标

摘要

随着公司继续在政治上担负社会责任的立场上，企业社会倡导（CSA）变得更加突出。这项研究将情绪和问题的参与作为计划的行为变量（态度，主观规范和感知的行为控制）理论的先例，以预测CSA响应行为。进行了一项调查（N  = 373），以调查公众对最近的CSA示例的反应-耐克（Nike）的广告活动由Colin Kaepernick担任。讨论了对理论和实践的影响。