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It is an arduous process for corporations to determine if social action advertising is a complementary fit with their respective brands. This study aims to explore opportunities and disadvantages when brands consider cause-related partnerships as part of their overall marketing strategy. There are motivators and detractors related to social actions promoted by brands. It is essential for organizations, institutions and corporations to better understand if, or when, to use advertising that contributes to the social good.

Phase one of the study was a qualitative analysis conducted through personal interviews. Coded passages from interviews were aggregated into themes, which later defined ten social action advertising measures. The second phase in the study was a quantitative analysis (N = 506) that tested consumer involvement with the social action advertisement “You Love Me.” The spot was designed for the Dr. Dre Beats brand, in response to the George Floyd murder in 2020.

Brands need to carefully examine their own histories, political associations and concern for all consumer segments, prior to evoking social change. Differentiations arising from political views and gender identity are discussed. Regressions indicate “social ads that use stereotypes” was the key significant predictor of emotional involvement. Consumers feeling “respected and represented in social action ads” was the key significant predictor of fact-based cognitive involvement. “Social action ads distorted through virtue signaling” were 38% more likely to effect brand purchase when consumers viewed the social action ad.

This is a nonfunded research study. Respondents who participated in interviews, and those selected for data collection, were solicited through convenience and judgmental nonprobability sampling. These data are racially and financially biased. Seventy-six percent of respondents in the racial variable were white; 51% stated they were “wealthy and have a lot of assets.” Neither variable is representative of the general population. In the future, researchers should collect a nonbiased stratified probability sample that would more closely reflect the general population and consumer audience.

This paper builds on the recommendations of Farrukh et al. (2021) who call for more published research in the areas of human rights violations and social change. The results of this study represent a cautionary tale. Political dogma within a polarized society has created pressure for chief marketing officers to integrate political values into brand values. The risk of creating adversarial factions has created a risky environment for brand developers and strategists (Mahoney, 2022).

The purpose of this paper is to explore the relationship between social capital and collective action at the county level in the US while incorporating the moderating effects of community racial diversity and urbanity and to find the changing effects of social capital on philanthropic collective action for community education.

This paper employs a quantitative research design. The dependent variable measures philanthropic collective action for community education while the independent variable for social capital is measured as a community level index. Moderating variables include a community racial diversity index and urbanity. This analysis tests and interprets interaction effects using moderated multiple regression (MMR), with the baselines of MMR being grounded to multivariate ordinary least squares (OLS) regression. Analyses are carried out in the context of the USA during 2006 and 2010, with US counties employed as the unit of analysis.

The effects of social capital on philanthropic contributions decline in counties with low- and mid-levels of racial diversity. On the contrary, the effects of social capital increase in highly racially diverse counties. The three-way interaction model result suggests that racial diversity positively moderates social capital on philanthropic collective action for community education where the effect of social capital is strong and positive in highly racially diverse urban communities.

This research complicates the notion that social capital and racial diversity are negatively associated when exploring collective action and community education, and suggests effects of social capital varies with moderating effects on philanthropic collective action for community education.

Although communication is of vital importance in construction projects, the construction industry is confronted with great communication difficulties and an ineffective use of information and communication technology (ICT) systems. In this study, the objective is to analyse obstacles and preconditions for an effective use of ICT by focusing on characteristics of interorganizational communication in construction projects. Interorganizational communication and ICT are studied by elaborating on these phenomena from the perspective of two paradigms – the traditional functionalist and the radical humanist – and theories representative for these paradigms – the agency theory and Habermas’ critical social theory. By using the method of metatriangulation, it is shown that in addition to the functionalist perspective, the critical social theory of Habermas is an appropriate theory for analysing obstacles and preconditions for an effective interorganizational communication and use of ICT. Based on this analysis, a critical research agenda on communication and ICT in construction is formulated. It is concluded that this type of research will lead to a more articulated view on the alignment between ICT applications and communication in construction projects and will show new directions for ICT development in the future.

Social entrepreneurs engage in action because social entrepreneurs want to solve social problems. Consequently, to see more social entrepreneurship in contexts with the most severe social problems is expected. This paper argues that this is an oversimplification of the problem-action nexus in social entrepreneurship and that action does not necessarily correspond to the observed scale of social problems. Drawing on the theoretical framing of crescive conditions, this relationship is affected by forms of public investment as institutions that distinctively promote engagement and public interest amongst social entrepreneurs. Thus, this paper assesses the relationship between varying levels of social problems and social entrepreneurship action (SEA) and how and to what extent public investment types – as more and less locally anchored crescive conditions – affect this relationship.

The hypotheses are tested with a series of random-effects regression models. The data stem from the Global Entrepreneurship Monitor's (GEM) 2015 social entrepreneurship survey and Chile's 2015 National Socioeconomic Characterisation Survey (CASEN). The authors combined both data sets and cross-matched individual-level data (action and investment) with commune-level data (social problem scale) resulting in unique contextualised observations for 1,124 social entrepreneurs.

Contrary to current understanding, this study finds that SEA is positively associated with low-social problem scale. This means that high levels of deprivation do not immediately lead to action. The study also finds that locally anchored forms of investment positively moderate this relationship, stimulating action in the most deprived contexts. On the contrary, centralised public investment leads to increased social entrepreneurial action in wealthier communities where it is arguably less needed.

The findings contribute to the literature on SEA in deprived contexts, social and public investment as well as policy-level discussion and broader issues of entrepreneurship and social problems.

Social action implemented by the Church via its affiliated entities, foundations and associations may be viewed as a uniform activity. In reality, however, several organizational profiles exist that depend on the origin of these organizations (lay or religious), the scope of their activities (local or general) and their dependence on resources (whether from public administration or civil society). The paper aims to discuss these issues.

In this paper, the authors examine this diversity based on a 2015 study of every Catholic Church social organization with headquarters in Catalonia. For the study, the authors conducted a detailed analysis of these organizations in order to determine their nature, scope and structure. The methodology combined questionnaire, interviews and non-participant observation.

The social actions of these organizations lead to interesting debates, such as those on: charity/assistentialism vs social justice; professionalization vs voluntarism; and personal autonomy vs functional dependence resulting from the action. This study also highlights how important it is that Church organizations carry out social actions to generate social welfare in the welfare states of southern European countries.

It is the first time that a study of the social impact of the church and its organizational implications in Spain has been made.

This study aims to investigate how social entrepreneurial role models influence social entrepreneurial self-efficacy, social entrepreneurial intent and social entrepreneurial action, with moral obligation as a moderator.

A cross-sectional survey of 261 pupils in the South African province of the Eastern Cape was used in the research study. Structural equation modeling was used to test hypotheses.

The research revealed that having social entrepreneurial role models has a positive impact on both social entrepreneurial self-efficacy and social entrepreneurial intent. In addition, a connection was found between social entrepreneurial intent and entrepreneurial action. The influence of moral obligation was found to be a positive and a significant moderator. Moreover, the association between social entrepreneurial role models and social entrepreneurial intent was mediated by social entrepreneurial self-efficacy.

The findings are not generalizable to nonstudent samples because students constituted the sample for gathering data. Future study therefore requires considering nonstudents to generalize the outcomes. This research should be replicated in other South African provinces and other developing countries for comparative outcomes.

Since social entrepreneurial role models have been practically linked to social entrepreneurship intent and entrepreneurial efficacy, understanding the factors that influence student’s decision to start a social enterprise is critical in South Africa to develop targeted interventions aimed at encouraging young people to start new businesses. Policymakers, society and entrepreneurial education will all benefit from the findings.

This study contributes to bridging the knowledge gap as it investigates how social entrepreneurial role models influence social entrepreneurial self-efficacy, social entrepreneurial intent and social entrepreneurial action, with moral obligation as a moderator. Encouraging social entrepreneurship among South African youth would also help address societal issues. This is a pioneering study in the context of an emerging economy such as South Africa, where social entrepreneurship is so integral.

The purpose of this study is twofold: (1) to examine the relationship between comprehensive social competence, entrepreneurial tenacity and social entrepreneurial action and (2) to test the mediating role of entrepreneurial tenacity in the relationship between comprehensive social competence and social entrepreneurial action among social ventures in Uganda.

The study is cross-sectional and quantitative. Data were analyzed with the help of Statistical Package for Social Sciences and analysis of moment structures.

Results show that both comprehensive social competence and entrepreneurial tenacity are significantly associated with social entrepreneurial action. Results further indicate that entrepreneurial tenacity partially mediates the relationship between comprehensive social competence and social entrepreneurial action.

To the authors' knowledge, this study provides initial empirical evidence on the relationship between comprehensive social competence, entrepreneurial tenacity and social entrepreneurial action using evidence from a developing African country – Uganda. Mostly, this provides an initial evidence of the mediating role of entrepreneurial tenacity on the relationship between comprehensive social competence and social entrepreneurial action.

The purpose of this paper is to examine how shopping behavior of rural consumers is affected by perceptions of local retailers' social norm‐based activities and task‐oriented actions, and social capital within the community.

A mail survey is distributed using a modification of Dillman's method; 524 usable surveys are collected. Multi‐group analysis in structural equation modeling is employed for the data analysis.

The findings of the paper reveal significant relationships between institutional action and legitimacy, legitimacy and support, and value and support. The moderating effect of social capital on the relationships between institutional action and legitimacy, legitimacy and support, and value and support are significant.

This paper extends previous research by including both social environmental factors (social capital), and retailers' social actions in explaining consumer support. Limitations of the research design are discussed and directions for future research are suggested.

This research provides rural retailers with ideas for marketing solutions that use socio‐norm related (i.e. institutional action) and task‐oriented (i.e. performative action) factors to attract local shoppers.

This research adds to the current stream of rural research by integrating institutional theory and social capital theory to propose a conceptual framework. This research is significant as the study results provide implications to rural retailers and further to the community, as the sustainability of the rural sector is closely related to the well‐being of the entire community.

Presents the thoughts on decision processes of Chester I. Barnard, one of the century’s greatest management theorists. Includes his classic article, “Mind in everyday affairs”; his unpublished book, “The Significance of Decisive Behaviour in Social Action”; his correspondence with Herbert Simon, and significant comments found in his personal papers.

Leveraging social action theory, social network theory and the notion of network externality, the purpose of this paper is to model two different return on investment (ROI) measures: the networked ROI which captures the network effect originating from a social media investment, and the discrete ROI which focuses social media discrete returns from individual users.

A field experiment was set up over a period of three months to test the effects of two variants of an advertisement campaign (a social vs a discrete ad) on the modeled networked and discrete ROIs.

The authors find that emphasizing discrete user actions leads to lower network gains, but higher monetary returns while the social action emphasis produces higher network gains, but lower monetary returns. The study further suggests that social action focus is preferable for brand promotion and engagement, whereas the discrete action focus is suitable for boosting sales and website traffic.

Several potential implications for social media researchers and marketers are also discussed.

The authors for the first time showed that that the social media returns are derived not only from individual actions taken by the user (e.g. likes and shares) but also from users’ social interdependencies and the additional exposure that results from network effects.