Journal of Public Relations Research

Harrison, Virginia S.; Overton, Holly; Vafeiadis, Michail

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2024.2385318

This study investigates the emerging context of athlete activism, social identity, and prosocial outcomes. While public relations have long held the belief in its role as a prosocial corporate conscience, little empirical work has made the connection between athlete activism in sport and potential influence for a prosocial cause. Specifically, our findings aim to shed light on how the current wave of athlete activism may impact support for the espoused cause through social identity theory. Our paper undertakes a quantitative approach to analyze this context. An online survey (N = 335) of sport fans examines how perceptions of athlete activism can motivate support for the athlete themselves (watching competition, buying merchandise, cheering for the athlete) and for their cause (donating and volunteering). Findings revealed that issue involvement, parasocial relationships, and athlete-cause fit can boost these supportive intentions. Implications for communicating and amplifying athlete activism – with a focus on cause support – are discussed.

Dong, Chuqing; Cheng, Yang; Wang, Yuan; Sazhina, Olga

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2024.2390459

In response to the increasing prominence of corporate social responsibility (CSR) during the COVID-19 pandemic, this study investigates the interplay between employees’ perceived CSR motives, distrust in their employer, perceived crisis controllability, and turnover intention. Using a structural equation model and data from a survey of 740 U.S. employees, our findings indicate that intrinsic CSR heightens employees’ distrust in their organization, whereas extrinsic CSR reduces it. This distrust intensifies employees’ turnover intentions. Employees’ perceived crisis controllability, a personal risk assessment of the situation, mediates the relationship between employee distrust and turnover intention. The theoretical and practical implications are also discussed.