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The COVID-19 pandemic has generated a significant impact on several aspects of public relations practice. By adopting the theoretical framework of adaptive leadership, this research is designed to explore how an organization’s top leadership can support related adaptive action in strategic communication. Particularly, we hope to explore whether the application of adaptive leadership could facilitate a higher level of communication transparency as well as deliver a sense of caring and empathy in COVID-19 communication.

An international online survey was designed and conducted for this study. The first sample consists of 776 full-time communication professionals in the United States of America with 435 women (56.1%) and 341 men (43.9%). The second sample consists of 268 full-time communication professionals in Canada, with 110 women (41.0%) and 158 men (59.0%). The two samples were merged into the final sample of 1,044 for the data analysis.

Results confirmed that the perceived impact of the COVID-19 pandemic increased communication professionals’ challenges in building trust. It also drives adaptive changes in their coping actions in strategic communication. More importantly, the top leadership within the organization played a key role in this adaptive leadership environment by demonstrating commitment to transparency in COVID-19 communication and delivering a sense of empathy during the pandemic.

This study contributes to our understanding of strategic communication in times of crisis, such as the COVID-19 global pandemic, by focusing on the adaptive nature of communication leadership. More importantly, our study confirms the important roles of two leadership attributes (i.e. the sense of empathy and the commitment to communication transparency) in supporting adaptive leadership, which eventually influences trust building.

Focusing on the corporate social responsibility (CSR) communication context, the present research aims to understand when and why featuring pride versus empathy in a hospitality brand’s social media post can effectively boost consumers’ loyalty intention.

Two experimental studies examined the congruence effects between emotional appeal and sense of power, where power was made situationally salient within the social media post (Study 1) or measured as a personality trait (Study 2).

Emotional appeals featuring pride (vs empathy) will lead to higher loyalty intention for individuals with a situational or chronic sense of high (vs low) power. A further examination into the psychological mechanism reveals that such congruence effects are serially mediated through consumers’ perceived brand authenticity and brand trustworthiness.

Understanding how the sense of power may influence consumer response to social media posts using different emotional appeals can provide useful guidance for marketers about how to creatively segment customers and curate appropriate targeting messages for effective CSR communication and relationship building on social media.

Extending the message framing research on schema congruity, this research is the first to reveal the congruence effects of emotional appeal and sense of power in CSR communications and uncover the serial mediating roles of perceived brand authenticity and brand trustworthiness in relationship marketing on social media.

This study aims to examine the role of hospitableness towards refugees, as embraced by local hosts, in engendering positive social outcomes, including fostering favourable attitudes and empathy towards refugees, satisfaction from hosting refugees in private dwellings and advocacy for hosting them.

Rooted in the contact theory and drawing on a hospitality social lens framework, the study uses a mixed-methods approach using a sequential quantitative-qualitative design to understand the interface between hospitableness, attitudes and empathy towards refugees, satisfaction from hosting refugees in private dwellings and advocacy for hosting them. A conceptual model is proposed and tested using 160 valid surveys collected from individuals hosting Ukrainian refugees in Slovakia. SEM-PLS is used to test the proposed model. A total of 25 in-depth interviews with Slovakian individuals hosting refugees in private dwellings were also conducted to explain and further explore the initial quantitative results.

The findings indicate that hospitableness has a positive effect on attitudes towards refugees, fosters a sense of empathy and results in satisfaction from hosting refugees. Interestingly, while hospitableness per se does not directly affect advocacy for hosting refugees, it does so indirectly via favourable attitudes towards refugees and satisfaction from the hosting experience. While qualitative findings largely support and further explain the quantitative results, interesting insights are also obtained.

The study advocates that hospitableness should be addressed through a social lens beyond its traditional commercial boundaries. Several implications for policymakers, NGOs and other stakeholders involved in hosting refugees are proposed. Overall, policies need to be oriented towards harnessing the power of refugee hosting schemes, thus increasing the role of hospitableness in addressing societal challenges such as the refugee crisis.

While not new, private hosting of refugees has recently gained momentum following the outbreak of the Ukrainian refugee crisis. In spite of some valuable research delving into hosting experiences from the refugees’ and hosts’ perspectives, this research stream is notably fragmented and largely exploratory. Specifically, there seems to be no comprehensive understanding of how hospitableness towards refugees, as embraced by hosts, can engender positive social outcomes, including fostering favourable attitudes and empathy towards refugees, satisfaction from hosting refugees and advocacy for hosting refugees in private dwellings. Overall, hospitality research is notably biased towards commercial settings, focusing on instrumental benefits rather than societal outcomes. This study focuses on the societal outcomes of hospitableness as a tool to address the refugee crisis.

Most donation-related studies have extensively examined in-group donation behavior, but it is difficult to find similar studies that consider donations to out-group members. This study aims to understand online cross-religion donation during COVID-19 in Indonesia.

The online questionnaire is distributed using the purposive and snowball sampling technique. From July to August 2021, 753 respondents are obtained, comprising Muslims, Catholics, Christians, Hindus, Buddhists and Confucian.

This study found that online cross-religion dona tion is strongly influenced by the social presence, trust in fundraiser and empathy. Interestingly, this study also reveals a partial mediation effect of trust in fundraiser and empathy in the relationship between social presence and online cross-religion donation. Future studies are encouraged to investigate and explore how care for others may affect online prosocial behavior.

This study provides two theoretical contributions. First, this study empirically evinced that charitable donation is blind to religious belief. Second, it promotes the mediating role of empathy and trust in fundraisers to improve online cross-religion donation.

In a diverse society, empathy would intuitively seem to represent a powerful force for social good. In particular, we expect empathic people to tolerate (rather than reject) attitudes that might be different from their own, and to resolve and/or avoid (rather than escalate) potential disagreements with others. Some research supports this benign view of empathy, but somewhat surprisingly, there is a “dark” side to empathy, one that can sometimes exacerbate attitudinal conflict. That is, empathy can often be parochial, in the sense that people are inclined to reserve their compassion for others only when they are deemed to be worthy of such support. In this chapter we review classic and contemporary research on the light and dark side of empathy, and consider its implications for the kinds of dynamics that could potentially emerge when people encounter people and ideas that are different from their own.

This study aims to explore how youth express empathy as an aspect of social action. Social empathy was investigated among adolescents participating in a youth organizing initiative.

This study used elements of critical discourse analysis to examine participant expression of social empathy through examination of participant journal entries. The social empathy model was used as a conceptual framework to guide the analysis and interpretation of themes.

Two core themes emerged from the analysis: characterization of empathy and empathy as a desired trait. Overall, results indicate that social empathy may be expressed differentially according to one’s development of empathy and critical consciousness. Thus, this study classifies dimensions of empathetic expression as existing across a continuum.

Before youth can engage in meaningful social action, they must first understand an issue from differing social and affective perspectives, defined as social empathy. While existing research highlights the role of social empathy in social action initiatives, there are no known studies that investigate the performative expressions of social empathy among youth organizing participants. Building from these results, this study offers a continuum that elucidates the multidimensionality of empathy expression among youth engaged in a social action initiative.

Social entrepreneurship (SE) is an emerging social phenomenon gaining tangible traction for its ability to tackle complex social and environmental problems against a backdrop of global sustainability challenges. This paper aims to unpack SE intentions, mindset and motivations to elucidate “why” and “how” social entrepreneurs (SE) initiate, perpetuate and sustain pro-social entrepreneurship activity. It specifically asks why SE do what they do, how they develop and sustain pro-social entrepreneurship action and how these normative drivers affect the social change process.

This qualitative research adopts an exploratory multiple case design approach in examining the tacit experience of eight SE tackling complex water, sanitation and environmental challenges in Indonesia, and combines this with scholarly insights from multiple bodies of knowledge. Case studies include six SE recognised by the Ashoka Foundation and two lesser-known “social enterprises” to enable finding patterns across the cases and compare key differences between pro-social and conventional entrepreneurship. Triangulating semi-structured interviews with secondary data analysis and semi-ethnographic fieldwork observations, this paper provides a rich theoretical and empirical basis to understand the emerging transformative potential of SE in tackling a range of sustainability issues.

Interviews with eight SE highlighted their intentions to advance inter and intra-generational equity, social justice and sustainability, bringing socially embedded empathetic values and a growth mindset to overcome challenges associated with disrupting existing social order. Direct engagement with the SE revealed 10 critical enabling factors to foster future SE potential, namely, individual background and experience, unmet social needs, empathy, sense of belonging, willingness/passion to alleviate other’s suffering, growth mindset, internal/external catalysts, intrinsic and extrinsic needs, beliefs and goals and declaration of a social mission to ensure consistency in behaviour and action. This demonstrates that while SE are motivated by a variety of self and other-oriented mechanisms, it is ultimately the process of developing empathy, a growth mindset and declaring a social mission that drives and sustains pro-social entrepreneurship action.

The output of this research is a new intentions model, which outlines the 5 phases of enterprise development and 10 critical enabling factors to foster future SE potential. These insights are critical to leveraging the emerging transformative potential of SE in tackling the world’s most urgent sustainability issues.

The paper presents a deep analysis of data on individual background, experience and characteristics in developing a new SE intentions model.

The distinct focus on inputs over processes and outcomes answers to a highly elusive topic while offering an alternative approach to understand how SE create remarkably different strategies, processes and outcomes to conventional developmental approaches.

The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising.

A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative, indirect comparative and direct comparative) as the independent variables. Inspiration serves as the mediator, while self-relevance and empathy act as moderators and brand attitude is the dependent variable.

The results show that different brand positions significantly affect brand attitudes, with respondents having a better brand attitude toward the underdog brand. Brand attitude is partially mediated by inspiration. Self-relevance moderates the relationship between brand positioning and brand attitude. However, brand positioning, comparative advertising and empathy do not have interaction effects.

This study contributes to a better understanding of the effect of psychological variables on brand positioning and comparative advertising.

The results suggest that the underdog setting requires a real and honest story because consumers will spot a fake underdog story, which will damage consumer trust in the brand and harm the brand image.

There is a lack of research using psychological variables to demonstrate the effect of being the underdog brand. This study contributes to the literature by employing psychological variables to illustrate the effect of underdog positioning. These findings can help brands develop branding positioning strategies.

Purpose – This chapter details the collaborative investigation of a neuroscientist and a literature scholar into whether reading literature increases empathy in health professionals, pre-health professionals and students outside of health care. It also reflects on the role of different epistemologies that inform researchers’ approaches, and muses on how ethnicity, sexual orientation and class inform research and teaching

Methodology/Approach – Students watched or read Margaret Edson’s play W;t and were asked if the medical drama increased their sense of appropriate empathy in medical encounters. The original research employed the Jefferson Scale of Physician Empathy, electromyography and galvanic skin response to measure physiological markers of empathy. These results were then compared to the self-reflection of participants to determine whether or not the physiological responses mirrored the self-report. The reflections on how emotion impacted the research were primarily narrative essay-based accompanied by feminist other literary theories.

Findings – All participants in the original study reported an increase in empathy after reading or viewing the play. This affect was even stronger when they viewed a live performance. The researchers determined that the role that their ethnicity, age, sexual orientation and class needed further study, perhaps with different pieces of literature.

Originality/Value – This chapter reflects the interdisciplinary and epistemological challenges of two researchers from very different backgrounds and training and investigates the relationship between reading, physiological empathy and perceptions of empathy. It considers the difficult and controversial challenges to quantifying emotions and the role emotions play in academic collaboration.