Theorizing issue-driven public attention and expectations in audience responses to corporate sociopolitical activism: A mixed-method analysis

Abstract

This study develops an issue-driven framework to theorize the role of public attention, support, and expectations in audience responses to corporations’ engagement in contested issues. Based on a mixed-method study using an online survey (N = 817), we investigate how two forms of expectations—normative and predictive—are associated with motivating cognitions, attitudes toward the social impacts of corporate sociopolitical activism (CSA), and buying intentions. Thematic analysis reveals a four-quadrant typology characterized by varying degrees of public attention and support: legitimate engagement, identify alignment, emergent norm, and obscure practice. The structural equation modeling results demonstrate that predictive expectations are a consistent antecedent to the perceived company–issue fit, perceived issue salience, and issue position. In contrast, the associations between normative expectations, the perceived company–issue congruence, and cognitive involvement are contingent on issue types. Perceived advocacy fit and cognitive involvement positively predict attitudes toward the social impacts of CSA. Buycotting intentions, however, are only determined by individuals’ issue position.