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Nike(&)#191;s Corporate Social Advocacy (CSA) Practices as Related to Strategic Issues Management (SIM) and Threats to Organizational Legitimacy

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Date Issued:
2019
Abstract/Description:
This research examined how corporate social advocacy (CSA) and corporate social responsibility (CSR) efforts impacted perceptions of authenticity. Using an experimental survey, participants were randomly exposed to Nike's actions related to the Black Lives Matter (BLM) movement via mock-online news articles. Participants completed a survey that contained Likert-type scale items regarding attitudes (perceived corporate intent, perceived authenticity, brand trust, and brand credibility) and behavioral intentions (word of mouth intentions (WOM), and purchase intention (PI)). Results indicated that positive attitudes significantly increased when Nike implemented an action step after taking a public stance on a controversial social-political issue. Further, results revealed significant differences for positive WOM intentions and PI, given the experimental prompt. This study extends public relations scholarship through expanding our understanding of stakeholder perceptions of authenticity when companies engage in CSA and CSR practices. To earn legitimacy, companies must meet stakeholder expectations through successfully executing socially responsible actions. This study illustrates a need for future research on stakeholder perceptions of authenticity when various action steps are added to a company stance on divisive social-political issues.
Title: Nike(&)#191;s Corporate Social Advocacy (CSA) Practices as Related to Strategic Issues Management (SIM) and Threats to Organizational Legitimacy.
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Name(s): Heffron, Eve, Author
Dodd, Melissa, Committee Chair
Spence, Patric, Committee Member
Yu, Nan, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2019
Publisher: University of Central Florida
Language(s): English
Abstract/Description: This research examined how corporate social advocacy (CSA) and corporate social responsibility (CSR) efforts impacted perceptions of authenticity. Using an experimental survey, participants were randomly exposed to Nike's actions related to the Black Lives Matter (BLM) movement via mock-online news articles. Participants completed a survey that contained Likert-type scale items regarding attitudes (perceived corporate intent, perceived authenticity, brand trust, and brand credibility) and behavioral intentions (word of mouth intentions (WOM), and purchase intention (PI)). Results indicated that positive attitudes significantly increased when Nike implemented an action step after taking a public stance on a controversial social-political issue. Further, results revealed significant differences for positive WOM intentions and PI, given the experimental prompt. This study extends public relations scholarship through expanding our understanding of stakeholder perceptions of authenticity when companies engage in CSA and CSR practices. To earn legitimacy, companies must meet stakeholder expectations through successfully executing socially responsible actions. This study illustrates a need for future research on stakeholder perceptions of authenticity when various action steps are added to a company stance on divisive social-political issues.
Identifier: CFE0007650 (IID), ucf:52461 (fedora)
Note(s): 2019-08-01
M.A.
Communication and Media, Communication
Masters
This record was generated from author submitted information.
Subject(s): corporate social advocacy -- corporate social responsibility -- public relations -- organizational legitimacy -- strategic issues management -- financial performance -- authenticity -- stakeholders
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0007650
Restrictions on Access: public 2019-08-15
Host Institution: UCF

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