Toward an authentic corporate social advocacy (CSA): An internal perspective of BLM advocacy

Abstract

While an increasing amount of research on corporate social advocacy (CSA) has expanded our knowledge in the field, its effects on internal public relations have been rarely studied. This study examines how employees’ experiences at work determine their perceived authenticity of CSA on race. Results suggested that employees’ perceived organizational justice toward racial minority employees positively influences their perceived value-driven motive of CSA as well as the authenticity of CSA. CSA authenticity, in turn, increased employees’ supportive behaviors toward CSA and organizational citizenship behaviors in the workplace. Theoretical and practical implications for public relations and internal communication are discussed.