Pushing Hands and Buttons: The Effects of Corporate Social Issue Stance Communication and Online Comment (In)Civility on Publics’ Emotional and Behavioral Responses

Wenqing Zhao (PhD student), Xuerong Lu (PhD alum), Yan Jin, and Toni van der Meer. “Pushing Hands and Buttons: The Effects of Corporate Social Issue Stance Communication and Online Comment (In)Civility on Publics’ Emotional and Behavioral Responses.” Accepted for presentation at the AEJMC Conference, Washington D. C., August 7-10, 2023.

Abstract: Despite increasing interest and involvement in corporate social advocacy (CSA) among companies, there are growing concerns among public relations scholars and practitioners regarding the undesired effects of CSA communication as taking an organizational stance on a controversial social-political issue can be risky. Therefore, it is important to have an in-depth understanding of whether and how CSA communication, initiated on social media in particular, contributes to enhancing publics’ support for an organization choosing to express its stance in public forums. To answer this overarching question in the context of refugee immigration issue in the U.S., a 3 (organizational issue stance: pro-refugee immigration vs. against-refugee immigration vs. open dialogue about the issue) x 2 (social media comment civility: civil vs. uncivil) between-subject online experiment was conducted with a U.S. adult sample (N = 1,388) to examine: (1) the main and interaction effects of the organizational stance-taking and (in)civility in user-generated comments on viewers’ supportive behavioral intentions toward the organization; and (2) the role of publics’ emotions (i.e., conflicted feelings and felt cynicism) in predicting the efficacy of CSA communication. Key findings include: First, the CSA post led to greater support intended by participants when the organization expressing its pro-refugee immigration stance than when advocating against refugee immigration or calling for open dialogue about the issue; Second, advocating for open dialogue resulted in undesired effects only when social media user comments following the CSA post were uncivil, as it led to higher level of conflicting and cynical feelings sequentially, which in turn lowered participants’ support for the organization. Theoretical and practical implications for public relations scholars and practitioners are further discussed.