Date of Award
Bachelor of Science (B.S.) in Business: Marketing and University Honors
Nonprofit organizations -- Marketing, Social responsibility of business -- Public opinion, Social influence
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.
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Duenas, Tara, "Corporate Sociopolitical Activism and Nonprofit Identity Orientation on an Individual's Likelihood to Support" (2021). University Honors Theses. Paper 1112.