(Mis)Using employee volunteering for public relations: Implications for corporate volunteers' organizational commitment

This study examines the conditions under which corporate volunteering initiatives can result in work outcomes. We posit that employees participating in company-supported volunteering activities (corporate volunteers) respond attitudinally to company support for employee volunteering (CSEV) based on...

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Bibliographic Details
Published in:Journal of business research 2015-01, Vol.68 (1), p.7-18
Main Authors: Gatignon-Turnau, Anne-Laure, Mignonac, Karim
Format: Article
Language:English
Subjects:
Attribution theory
Business administration
Business management
Commitments
Corporate social responsibility
Corporate volunteering
Experimental methods
Humanities and Social Sciences
Organizational behavior
Organizational behaviour
Organizational commitment
Perception
Perceptions
Public relations
Qualitative analysis
Social identity
Studies
Volunteers
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Summary:This study examines the conditions under which corporate volunteering initiatives can result in work outcomes. We posit that employees participating in company-supported volunteering activities (corporate volunteers) respond attitudinally to company support for employee volunteering (CSEV) based on the attributions they make about the company's purpose in implementing the volunteering program. Specifically, we examine the moderating role of corporate volunteers' attributions concerning the public relations motives underlying companies' employee volunteering programs. A sequential mixed methodology design is used for this study, consisting of two distinct phases: qualitative followed by quantitative. Results show that attributions of public relations motives undermine the positive effects of CSEV on corporate volunteers' perceptions of company prosocial identity, and subsequently, on corporate volunteers' affective company commitment. We discuss implications for theory and practice. •Corporate volunteers interpret company support for employee volunteering (CSEV).•Their interpretations of company's motives for CSEV affect their attitudinal responses.•Public relations motives weaken the link between CSEV and company prosocial identity.•A weaker company prosocial identity in turn reduces commitment to the company.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2014.05.013