Organizational readiness for issue polarization: How corporate political engagement can optimize organization-stakeholder issue discussion in social media environment

Purpose - As a sticky crisis challenge, toxic polarization continues to mutate and confront organizations and democratic society. How corporations engage stakeholders in social-political issue communication without exacerbating the situation unexpectedly, has become a critical question for corporate communicators and crisis managers. Taking a readiness approach to proactively manage polarization-triggered threats as corporations are engaged in social-political issue communication on social media, this study examines whether and how corporations might contribute to alleviating socio-political issue polarization and facilitating stakeholder issue engagement.

Design/methodology/approach - The study is a 3 (corporate political engagement approach: pro-issue stance vs anti-issue stance vs political CSR) × 2 (stakeholder comment valence: positive vs negative) × 2 (issue: gun control vs refugee immigration) mixed-design online experiment conducted among 1,589 US adults.

Findings - Our findings reveal both challenges and opportunities should a corporation choose to explicitly communicate its issue stance with stakeholders on social media: On one hand, it unavoidably increased stakeholders’ perceived issue polarization; on the other, the increased issue polarization perception seemed to motivate stakeholders to engage more in social-political discussion led by the corporation.

Originality/value - Our findings showcased what type of corporate engagement in controversial social-political issues is more expected in terms of its impact on perceived polarization or political discussion among stakeholders, contributing theoretically and practically to organizational readiness for social-political issue polarization challenges.