Integrating strategic internal communication research with organizational change literature and organizational support theory, this study proposes a theoretical model to understand the influence of symmetrical internal communication on employees’ cognitive and affective experiences and organizational identification in a COVID-19 pandemic-induced change situation. A quantitative online survey was conducted with 490 full-time employees in the United States in mid-April 2020. Results indicate that symmetrical internal communication during organizational change contributes to employees’ perceptions of change communication quality. In addition, symmetrical internal communication, along with perceived quality of change communication, enhances employees’ perceptions of organizational support and positive emotions during organizational change, which in turn leads to stronger organizational identification. Theoretical and practical implications of the findings are discussed.

This study adopts the consumer-centric perspective, through the lens of the consumer involvement theory and stakeholder theory, to examine the role of consumer involvement in shaping individuals’ attitudinal and behavioural responses toward Nike’s 30th Anniversary ad campaign featuring Colin Kaepernick. Specifically, a survey (N = 345) was conducted to examine how consumers’ cognitive and affective involvement regarding the issue of NFL national anthem protests, their brand attachment, and brand attitude guide their attitudes and word-of-mouth intentions in response to Nike’s corporate social advocacy practices. The findings of this study suggested that consumers’ support for a company’s CSA efforts could depend on their involvement in the social issue that a brand chose as well as their involvement in the brand. Moreover, the interaction of issue involvement and brand attachment factors can serve as a segmentation strategy to cement brand loyalty and strengthen the relationship with the existing stakeholders whose issue attitude was congruent with the corporation’s stances. Implications for theory and practice are discussed.

Based on a sample of 633 racial minority employees in the United States, the current study examined the effectiveness of diversity-oriented leadership on internal communication and key employee outcomes. Using the normative model of internal communication and organizational justice theory, this study advances the theoretical links among leadership, communication, and organizational justice, and their resulting effects on employee outcomes. The survey results showed that diversity-oriented leadership enhances symmetrical internal communication and racial minority employees’ perceived fairness of the organization, thereby increasing employee engagement and advocative behaviors. Theoretical implications for public relations and internal communication are discussed.

While numerous organizations have undertaken initiatives to reduce workplace discrimination owing to racial/ethnic backgrounds, racial inequalities in the workplace continue to persist. Providing an inclusive and open work environment has become an important task for organizations. Given that strategic communication management plays an important role in relationship cultivation and management, this study examines the role of strategic internal communication efforts in influencing racial and ethnic minority employees’ perceived work relations. Specifically, this study tests how different aspects of workplace discrimination perceptions – experienced versus observed – are related to transparent internal communication, perceived organizational justice, and employee-organization relationship (EOR). As one of the few empirical studies that examine the role of strategic internal communication in workplace discrimination, this research shows that communicating with employees in a transparent manner can reduce discrimination perceptions, enhance perceived organizational justice, and ultimately establish stronger EORs. While workplace discrimination continues to be a considerable challenge to overcome, this study demonstrates the vital strategic communicative actions that organizations can take to create supportive environments that can mitigate and prevent race-based workplace discrimination.