Conscience-driven corporate social advocacy: analyzing moral conviction and perceived motives as predictors of organization-public relationships
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.
The version of record is available at https://doi.org/10.1108/CCIJ-12-2021-0138. The full citation is as follows: [Conscience-driven corporate social advocacy: analyzing moral conviction and perceived motives as predictors of organization-public relationships. Corporate Communications: An International Journal 27, 4 p641-653 (2022)]. 'This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact email@example.com'
|Work Title||Conscience-driven corporate social advocacy: analyzing moral conviction and perceived motives as predictors of organization-public relationships|
|License||CC BY-NC 4.0 (Attribution-NonCommercial)|
|Publication Date||September 20, 2022|
|Publisher Identifier (DOI)||
|Deposited||January 05, 2023|
This resource is currently not in any collection.