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

Triadic Public-Company-Issue Relationships and Publics’ Reactions to Corporate Social Advocacy... Drawing from balance theory, this study examines how publics respond to CSA in terms of their identification with the company and attitude toward the company depending on their balanced state and preexisting company attitude valence. Using real companies, two online experiments were employed by replicating different social issues: abortion and gun legislation. The results showed a greater degree of consumer-company identification and company attitude changes, respectively, when people experience an imbalanced state than a balanced state. The study also showed that control mutuality perception weakened such interactions, suggesting the role of equated bilateral relationships in how publics restore the balanced state. Theoretical and practical implications were discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

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

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

Abstract

Drawing from balance theory, this study examines how publics respond to CSA in terms of their identification with the company and attitude toward the company depending on their balanced state and preexisting company attitude valence. Using real companies, two online experiments were employed by replicating different social issues: abortion and gun legislation. The results showed a greater degree of consumer-company identification and company attitude changes, respectively, when people...
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Publisher
Taylor & Francis
Copyright
© 2022 Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/1062726X.2022.2071273
Publisher site
See Article on Publisher Site

Abstract

Drawing from balance theory, this study examines how publics respond to CSA in terms of their identification with the company and attitude toward the company depending on their balanced state and preexisting company attitude valence. Using real companies, two online experiments were employed by replicating different social issues: abortion and gun legislation. The results showed a greater degree of consumer-company identification and company attitude changes, respectively, when people experience an imbalanced state than a balanced state. The study also showed that control mutuality perception weakened such interactions, suggesting the role of equated bilateral relationships in how publics restore the balanced state. Theoretical and practical implications were discussed.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Jul 4, 2022

Keywords: Corporate social advocacy (CSA); balance theory; consumer-company identification; control mutuality; ideological identity

References