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This chapter discusses the impacts of David Maines's scholarship in communication research. The utilities of Maines's scholarship in communication research were first identified in a 1997 session in the annual convention of National Communication Association (NCA) by many leading scholars. This chapter documents the applications of Maines's scholarship in communication research in recent years when communication researchers utilized concepts and arguments constructed by Maines to investigate narratives in relations to Donald Trump's presidential election as well as the COVID-19 pendemic.

David Maines established himself as one of the premier symbolic interactionists who did not attach himself to any particular interactionist school of thought. In creating an extensive and intensive legacy via his publications, Maines looked into issues that other interactionists, bound to particular schools of thought, either took for granted or neglected to examine. In so doing, Maines resembled Simmel's Stranger not only as one who fits into a community but also as one who remains distant from the community. One of the key areas of investigation that defined Maines' work and that separated him from other interactionists pertained to his interest in social structure and specifically, how people become structurally situated as social-structural interactors. This chapter examines, in detail, Maines' interest in getting structurally situated and uses a television series, Dopesick, to discuss the relationships between institutional actors as a way to substantiate Maines' theoretical interest in social structure and the activities involved in the process of getting structurally situated.

The passing of David Maines has left a void in the field of Symbolic Interactionism. His contributions to developing narrative sociology remain part of the foundation of the perspective, but his empirical contributions and theoretical insights were at least as important in advancing Interactionist thought on scientific principles. His teaching and mentoring of others stimulated interest in Interactionism and his career-long dedication to helping others as an Interactionist apostle were factors in encouraging students and peers to launch their own successful careers in academia and elsewhere. My intent here is to trace his career and provide examples of how his legacy both influenced the profession and provided the basis for defining Interactionism as the powerful approach it has become today.

David R. Maines was a founder of the Society for the Study of Symbolic Interaction, a fierce defender and practitioner of interactionist sociology, and cross-disciplinary pioneer, bridging sociology and communication research in the study of narrative. He invariably gathered collaborative circles of colleagues and students around him wherever his intellectual travels took him. Here, I recall the collaborative circle that formed with him at its center at Penn State in the late 1980s and early 1990s. This was a time of both personal and professional turmoil for David, and also prolific scholarly achievement. I then introduce other contributions to this volume that feature others' remembrances and appreciations of David's life and work.

Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts.

Exploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (n = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones.

The results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people.

Results provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop.

This research is valuable to the sport marketing and sponsorship literature through several contributions. First, the use of nostalgia marketing, and nostalgia in general, is novel in the sport marketing and sponsorship literature, with future research in nostalgia and sponsorship recommended. Second, the potential to adopt or adapt Body Break to other sport participation and physical activity properties is empirically supported. Finally, the finding that very effective promotions can have a long-lasting effect, both on those who experienced the campaigns as well as younger populations who only heard about it, is notable.

This letter to David R. Maines celebrates our friendship over the last 35 years. I read his voice in emails, handwritten letters, and recollected phone conversations to display the meaningful exchanges of our scholarly friendship. I thank Dave for teaching me how to retire from the academy and grow older with purpose and grace. Highlighting his expert mentoring of my book Friendship Matters (1992), I recall how his suggested revisions for the chapters on aging anticipated a poignant array of our own experiences as friends in our later years. Finally, I appreciate his cultivated interests in drawing, writing poetry, and playing guitar, and thank him for encouraging my music. I am grateful for his dedication to esthetic endeavors, which warmly shaped our friendship during our later years.

The purpose of this study is to conduct a systematic review of the literature of the studies that have examined several theoretical perspectives on corporate social performance (CSP) and identify possible future research questions based on various theoretical viewpoints.

The study used systematic literature review analysis on a sample of 667 studies published in top A* and A category journals listed in the Australian Business Dean Council list. The present study derived articles between 1975 and 2023 from the SCOPUS database by using relevant keywords to identify research activities in CSP.

The findings suggest that many studies on CSP have been undertaken globally. But there is a lack of studies on various theoretical perspectives, including peer uncertainty evaluation, buyer–supplier sustainability links, the role of primary stakeholders (especially consumers, employees, suppliers and secondary stakeholders), the use of technology, firm-related heterogeneities, and the role of demographic and socio-economic factors. Future research areas are recommended.

The study investigates existing research gaps to identify possible future research questions and frameworks that can be explored to advance the research on CSP.

The research also provides implications for firms in terms of understanding diverse theoretical perspectives to develop strategies to improve a firm’s social performance.

The findings are derived from a systematic review of the literature in top-category studies that examined existing theories and frameworks in the CSP domain. This highlights the importance of other understudied complementary theories, such as complexity theory, spillover theory, critical mass theory, slack theory and so on, and related variables that can improve a firm’s social performance. Evaluation of existing theoretical perspectives is not included in other review studies.

The goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank customers through a mediating mechanism of customer participation in brand CSR movements; and (2) to analyze how relatedness-supportive CSR initiatives’ effect may be moderated by cause choice and customer-brand goal congruence.

Data were collected from 379 retail bank customers via a paper-and-pencil survey. The hypothesized moderated-mediation effects were tested using Hayes’ (2013) PROCESS (Model 3, Model 4 and Model 7).

Results show that relatedness-supportive CSR initiatives increase brand happiness among retail bank customers through increasing their participation in brand CSR movements. Furthermore, the use of customer determination in the choice of cause enhances the positive effect of relatedness-supportive CSR initiatives on customer participation in brand CSR movements. Similarly, when customers choose the cause and the customer-brand goal is congruent, the effect of relatedness-supportive CSR initiatives on brand happiness is stronger than when the customer-brand goal is incongruent and cause choice is not aligned.

This research is grounded on the relationship motivation theory (RMT), basic psychological needs theory and self-congruity theory to unpack the relationship between relatedness-supportive CSR programs on brand happiness. Integrating three research streams (i.e. CSR, brand management and retail banking), this study proposes customer participation in brand CSR movements as a novel mechanism and sheds light on how relatedness-supportive CSR interplays with cause choice/customer-brand goal congruence to affect brand happiness among retail bank customers in emerging markets.