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Article
Publication date: 21 September 2018

Joon Kyoung Kim, Holly Overton, Kevin Hull and Minhee Choi

The purpose of this paper is to investigate how the public views two corporate social responsibility (CSR) initiatives practiced by a Major League Baseball (MLB) team. This study…

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Abstract

Purpose

The purpose of this paper is to investigate how the public views two corporate social responsibility (CSR) initiatives practiced by a Major League Baseball (MLB) team. This study examined the role of perceived fit between an MLB team and its two CSR initiatives in shaping consumers’ intentions to support the team’s CSR efforts.

Design/methodology/approach

A between-subjects experiment (n=207) was conducted using Amazon’s Mechanical Turk to examine the impact of CSR fit on consumers’ patronage intentions.

Findings

The results of this study showed that consumers’ perceived fit between sports teams and their CSR has a positive impact on consumers’ patronage intentions. The values-driven and strategic-driven attributions of the team’s CSR initiatives were positively associated with their patronage intentions.

Research limitations/implications

Both the values-driven and strategic-driven attributions were positively associated with consumers’ patronage intentions, while previous studies suggested negative association between strategic-driven attributions and consumer behaviors. The findings indicate that consumers do not view professional sports teams’ strategic-driven CSR initiatives to be negative business practices. This could result from the fact that CSR initiatives have become a prevalent and expected organizational practice.

Originality/value

This study contributes to the literature of CSR within the context of professional sports teams as corporations. The findings of this study suggest that professional sports teams could benefit from CSR initiatives when the teams select social causes with which consumers could infer values-driven and strategic-driven attributions.

Details

Corporate Communications: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 31 January 2023

Joon Kyoung Kim, Holly Overton, Khalid Alharbi, Jackson Carter and Nandini Bhalla

Using the theory of planned behavior (TPB) as a theoretical framework, this study investigates individual level psychological determinants of individuals word-of-mouth (WOM…

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Abstract

Purpose

Using the theory of planned behavior (TPB) as a theoretical framework, this study investigates individual level psychological determinants of individuals word-of-mouth (WOM) intentions as a way to support corporate social advocacy (CSA).

Design/methodology/approach

An online survey (N = 505) using a Qualtrics panel was conducted.

Findings

Individuals' attitudes towards WOM, subjective norms, and self-efficacy was positively associated with their positive WOM intention, whereas perceived controllability over WOM behaviors was not associated with WOM intention. Age was negatively associated with WOM intention.

Originality/value

This study is one of the early attempts to test individual level factors in shaping individuals' WOM intention in response to CSA. This study also employed recent TPB argument and tested the role of self-efficacy and perceived controllability on behavioral intentions in the context of corporate communication. The findings of this study offer theoretical and practical insights to corporations when developing CSA campaigns and designing CSA messages.

Details

Corporate Communications: An International Journal, vol. 28 no. 3
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 12 June 2018

Holly K. Overton

The purpose of this paper is to apply the situational theory of publics and framing theory in the context of environmental corporate social responsibility (CSR) communication…

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Abstract

Purpose

The purpose of this paper is to apply the situational theory of publics and framing theory in the context of environmental corporate social responsibility (CSR) communication research to determine how message frames impact information seeking and processing.

Design/methodology/approach

Using a 3 (message frame: diagnostic, prognostic, or motivational) × 2 (environmental issue: general vs specific) plus control between subjects experimental design, the study examines the attitudes, cognitions, and behavioral intentions different publics may form about two different environmental responsibility issues presented in this study. Furthermore, the study aims to examine how different types of message frames (diagnostic, prognostic, or motivational) and topics may impact how a company can move a public toward information seeking behaviors.

Findings

Based on theoretical considerations, structural equation modeling was used to examine significant paths between variables, thus creating a proposed new theoretical model that can be applied to CSR, public relations, and strategic communication literature.

Originality/value

The study offers a proposed new integrated theoretical model that can be applied to strategic communication literature and used to assist companies with enhancing their CSR communication and strategic communication planning efforts to determine how to move a public toward information seeking behaviors.

Details

Journal of Communication Management, vol. 22 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

Available. Open Access. Open Access
Article
Publication date: 4 February 2025

Holly Overton, Michail Vafeiadis, Pratiti Diddi, Christen Buckley and Frank E. Dardis

As companies continue to engage in CSA, they continue to struggle with determining what issues they should speak out about and how they can create compelling messages that inspire…

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Abstract

Purpose

As companies continue to engage in CSA, they continue to struggle with determining what issues they should speak out about and how they can create compelling messages that inspire action. Guided by arguments from issue ownership theory, this study examines CSA message content effects related to two different social-political issues on advocacy behavioral intentions, megaphoning, brand preference and purchase intention. Specifically, the level of advocacy in a CSA message is examined, as well as the manner in which the message is written (narrative vs informational). Furthermore, this study examines the role of perceived authenticity and its impact on an individual’s supportive intentions.

Design/methodology/approach

This study conducts a 2 (issue: abortion rights vs gun violence) × 2 (level of advocacy: call-to-action (CTA) vs no call-to-action) × 2 (message type: narrative vs informational) between-subjects online experiment using a Qualtrics panel (N = 529) to examine the impact of CSA message features on individuals’ supportive intentions toward the brand.

Findings

Results indicate a significant interaction effect of issue by advocacy level on advocating behavioral intentions, megaphoning, brand preference and purchase intention, highlighting that companies should advocate more explicitly about some issues than others. The interaction effects of issue type × level of advocacy were completely and significantly mediated by perceived authenticity. Mediation paths revealed that a CTA with the gun violence issue had a significant positive effect on perceived authenticity, whereas a CTA with the abortion rights issue produced a significant negative effect on perceived authenticity.

Originality/value

This study makes a contribution to a growing body of CSA literature through its examination of CSA message content, which has been understudied in this context. The study findings reveal new insights regarding the interplay between issue type and level of advocacy, highlighting the importance of companies selecting issues carefully and tailoring message content appropriately to have the most impact on message receivers.

Details

Corporate Communications: An International Journal, vol. 30 no. 7
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 9 April 2020

Jo-Yun Li, Holly Overton and Nandini Bhalla

While the segmentation approach has been frequently employed to explore individuals' environment-friendly behaviors, the investigation of environmental corporate social…

711

Abstract

Purpose

While the segmentation approach has been frequently employed to explore individuals' environment-friendly behaviors, the investigation of environmental corporate social responsibility (CSR) communication by using such a method is limited. Given that the importance of the role of public segmentation is well documented in both public relations and environmental management literatures, the present study attempts to fill the gap by exploring whether consumers can be segmented on the basis of attitudinal factors, and, if so, how this segmentation informs communication efforts aimed at promoting companies' environmental CSR programs.

Design/methodology/approach

This segmentation approach is examined based on a survey of 470 participants. Results of a k-means cluster analysis identified three subgroups: active publics, aware publics and latent publics.

Findings

Survey results provide empirical support evidence on how different public segmentation approaches can be used to predict individual communication behaviors on environmental CSR issues. Segmentation approach that considered individuals' attitudes on environmental issues and their perceptions on company environmental CSR practices helps identify three subgroups. Significant differences regarding communicative action and supporting behaviors among the three groups are identified and discussed.

Originality/value

This study provides key insights about public segmentation and different publics' communicative action, and supportive behaviors provide direction for future research investigations that will strengthen theoretical arguments and best practices in public relations.

Details

Corporate Communications: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 6 August 2019

Brooke W. McKeever, Robert McKeever, Geah Pressgrove and Holly Overton

The purpose of this paper is to apply communication theory to explore and help explain public support for causes and organizations in the form of prosocial behaviors, including…

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Abstract

Purpose

The purpose of this paper is to apply communication theory to explore and help explain public support for causes and organizations in the form of prosocial behaviors, including donating, volunteering and participating in advocacy efforts.

Design/methodology/approach

Through a survey of people (n=1,275) living in the USA who indicated supporting issues they cared about in 2017, this research gathered information about motivations for providing public support for various causes and non-profit organizations.

Findings

The situational theory of problem solving (STOPS) was applied, and support was found for the STOPS model in terms of predicting communicative action. This study also found support for situational activeness influencing other behaviors, including active forms of communication, financial support, volunteer support and other forms of advocacy. Implications for practitioners managing communications or organizations involved in such efforts are discussed.

Originality/value

This research applied STOPS to study behaviors, including communication, volunteering, donating and participating in advocacy efforts as forms of prosocial behavior supporting different organizations related to many important issues. The paper provides theoretical value in terms of adding to the generalizability of the STOPS model for communications scholars and discusses practical implications for non-profit and other types of organizations.

Details

Journal of Communication Management, vol. 23 no. 4
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 12 April 2022

Holly Overton and Anli Xiao

This study examines how congruent moral conviction between an individual and a company impacts organization-public relationships (OPR). Using arguments from the Attribution…

472

Abstract

Purpose

This study examines how congruent moral conviction between an individual and a company impacts organization-public relationships (OPR). Using arguments from the Attribution Theory, this study also examines how individuals' perceptions of company motives impact the quality of the OPR. This study offers new understanding of what drives individuals' supporting behaviors regarding a company's advocacy efforts and how individual and company ethics contribute to OPR.

Design/methodology/approach

This study conducts an online survey (N = 267) to examine the role of moral conviction as a predictor of OPR in the context of corporate social advocacy (CSA). Four types of attributions are examined as a mediating variable.

Findings

Results indicate that moral congruency between an individual and an organization directly leads to stronger trust and power balance and that moral conviction positively predicts all four OPR dimensions through values-driven attributions.

Originality/value

This study is novel in its inclusion of the moral conviction variable examined in a CSA context, as the role of ethics, or ethical applications, has not been widely examined in this body of literature.

Details

Corporate Communications: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 17 July 2019

Nandini Bhalla and Holly K. Overton

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a…

1101

Abstract

Purpose

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a developing (India) country.

Design/methodology/approach

Using a 2 (location of the company: India vs USA) × 2 (location of the CSR activity: India vs USA) between-subjects experimental design, the study examines individuals’ attitudes and behavioral intentions toward a company’s environmental CSR activities in each respective country.

Findings

Two structural equation models were created for US publics and Indian publics. Results indicated that cultural factors, specifically the uncertainty avoidance dimension, play an important role among both Indian and US residents’ attitudes toward a company’s environmental CSR efforts and their intention to purchase its products/services. Among Indians, the power distance dimension acted as a mediating factor.

Originality/value

This study is novel in its examination of the impact of cultural factors among residents in India and the USA. This information can be utilized by multinational companies to implement effective CSR activities and enhancing their global CSR communication efforts.

Details

Corporate Communications: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 11 October 2022

Anli Xiao and Holly K. Overton

This study examines why publics support corporate social advocacy (CSA) by looking at their support as a form of collective action that is motivated by individuals' shared group…

705

Abstract

Purpose

This study examines why publics support corporate social advocacy (CSA) by looking at their support as a form of collective action that is motivated by individuals' shared group efficacy, anger and politicized identity by applying the Social Identity Model of Collective Action (SIMCA).

Design/methodology/approach

This study adopted an online survey (N = 273), sampling US adults who supported a company's CSA effort.

Findings

The survey found that shared group efficacy with the company led to higher intention to participate in CSA, engaging in positive word of mouth (PWOM) and providing financial support for the CSA cause. Individuals' identification with the company and the CSA cause also predicted intention to support CSA and PWOM. Sharing CSA cause-related anger with the company negatively predicted PWOM.

Originality/value

This study is original as it investigated why and how people support for a company's CSA initiative by applying the SIMCA model. It extends the applicability of the SIMCA model to explain support for CSA. Moreover, this study enriches our theoretical understanding of CSA as it provides implications for why publics support CSA and how corporations can play a central role in gaining publics' support while taking stances on controversial issues.

Details

Journal of Communication Management, vol. 26 no. 4
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 19 December 2023

Holly K. Overton and Fan Yang

This study examines a controversial issue (biotechnology) and how news disputes about misinformation related to the issue impacts individuals' attitudes toward a biotechnology…

111

Abstract

Purpose

This study examines a controversial issue (biotechnology) and how news disputes about misinformation related to the issue impacts individuals' attitudes toward a biotechnology company and their trust in the media source.

Design/methodology/approach

This study conducts a 2 (risk: low vs. high) x 2 (pre-existing attitude: anti gene-editing technology vs. pro gene-editing technology) x 2 (dispute message: absent vs. present) x 2 (media source: Buzzfeed vs NYT) factorial online experiment using a Qualtrics panel (N = 1,080) to examine the impact on individuals' attitudes toward a biotechnology company and trust in the media source.

Findings

Results indicate that dispute messages enhance attitudes toward the company but decrease trust in media sources. Interaction effects between pre-existing attitude and the dispute message, along with perceived risk and the dispute message, illustrate stark differences in how individuals with favorable vs. unfavorable pre-existing attitudes assessed the company after viewing the dispute message.

Originality/value

This study applies arguments from extant literature about prebunking and debunking misinformation. Specifically, this study investigates how dispute messages, a form of debunking through source derogation, actually impact individuals' perceptions of media credibility and/or their attitudes about the content they are reading. The study findings also reveal new insights regarding the interaction between pre-existing attitudes and perceived risk, as well as how dispute messages interact with each of the aforementioned factors.

Details

Journal of Communication Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1363-254X

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