When polarization hits corporationsthe moderating effect of political ideology on corporate activism

  1. Nuria Villagra 1
  2. Jorge Clemente-Mediavilla 1
  3. Carlota López-Aza 1
  4. Joaquín Sánchez-Herrera 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Zeitschrift:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Datum der Publikation: 2021

Titel der Ausgabe: Democracia / Democracy

Ausgabe: 30

Nummer: 6

Art: Artikel

DOI: 10.3145/EPI.2021.NOV.02 DIALNET GOOGLE SCHOLAR lock_openOpen Access editor

Andere Publikationen in: El profesional de la información

Ziele für nachhaltige Entwicklung

Zusammenfassung

Traditionally, it has been argued that companies should maintain a neutral stance on issues of a social or political nature, especially controversial ones. However, in recent years, corporations have begun to adopt clear positions on sensitive and polarizing social and political issues. This new phenomenon, called corporate activism, is beginning to gain prominence in corporate strategies, which now extend beyond business objectives and sometimes may go against the beliefs held by many customers. To date, studies aimed at identifying whether these types of actions benefit or harm companies are scarce, and none of them have focused on consumer perceptions. Adopting the latter approach, this work identifies the antecedents and effects of corporate activism, and the influence that political ideology can have as a variable moderating these effects. Analysis of a sample of 1,521 individuals representative of the Spanish population using a structural equation model yielded the following results: (i) institutional and corporate credibility and authenticity act as antecedents of corporate activism, (ii) when credibility in institutions diminishes, consumers perceive that corporations should be more involved in social and political affairs, even when controversial or polarizing, (iii) reputation and brand equity are considered effects of corporate activism, and (iv) political ideology acts as a variable moderating these effects, in such a way that individuals with a more conservative ideology do not appreciate that companies that get involved in activist initiatives will enjoy positive consequences on their reputation and brand equity, while individuals with more liberal views do perceive such positive effects. These findings help companies to guide their strategic decisions, especially those related to corporate social responsibility (CSR), as well as help governments and institutions to understand the social changes that are taking place and understand the role that consumers expect corporations to play today.

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This paper reflects the results of a project funded by Banco de Santander and the Complutense University of Ma-drid, with reference nº PR87/19-22686.

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Fuente de los datos: Dialnet