First Advisor
Jacob Suher
Date of Award
6-16-2021
Document Type
Thesis
Degree Name
Bachelor of Science (B.S.) in Business: Marketing and University Honors
Department
Business
Language
English
Subjects
Nonprofit organizations -- Marketing, Social responsibility of business -- Public opinion, Social influence
DOI
10.15760/honors.1139
Abstract
The purpose of this study aims to identify whether corporate sociopolitical activism (CSA) as a marketing strategy impacts individual stakeholders and their likelihood to support (time, money, or for-profit partnership) a nonprofit who may have different identity orientations (collectivistic or relational). The two nonprofits that inspired this study are Portland State University (PSU) and SNACK BLOC. Both organizations vary greatly in size and have implemented CSA in response to police abolition within the past year and currently receive public funding. There are various organizational differences between these nonprofits but there has been a suggested link in research that an organization’s identity orientation influences whether they participate in CSA, specifically corporate activism which is an umbrella term that includes CSA (Eilert & Cherup, 2020). This survey data provided insights into how the interaction between CSA and nonprofit identity orientation influences an individual’s likelihood to support a nonprofit organization. The main finding was a positive main effect of CSA on the likelihood to support nonprofits for all of the tested nonprofit scenarios. The study concludes with directions for future research.
Rights
In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
Persistent Identifier
https://archives.pdx.edu/ds/psu/35908
Recommended Citation
Duenas, Tara, "Corporate Sociopolitical Activism and Nonprofit Identity Orientation on an Individual's Likelihood to Support" (2021). University Honors Theses. Paper 1112.
https://doi.org/10.15760/honors.1139
Included in
Marketing Commons, Nonprofit Administration and Management Commons, Organizational Behavior and Theory Commons
Comments
An undergraduate honors thesis submitted in partial fulfillment of the requirements for the degree of Bachelor of Science in University Honors and Marketing and Advertising.