The impact of corporate social advocacy on employee trust and distrust: an empirical study of #StopAsianHate

Purpose This study examines the relationship between corporate social advocacy (CSA) and employee trust and distrust, focusing on perceived employer support for the #StopAsianHate movement. We aim to explore how perceived CSA relates to employee perceptions and engagement in the workplace, answering for the following research questions: How do employees perceive their companies’ engagement in CSA, specifically the #StopAsianHate movement? To what extent do these perceptions influence trust and distrust toward their employers? How do trust and distrust, in turn, affect employees’ workplace engagement? Design/methodology/approach The study conducted an online survey of 798 full-time employees across various industries in the USA in March 2022. To ensure a diverse and representative sample, the survey targeted demographic representation based on the latest US census data. Findings CSA initiatives were found to be positively related to both trust and distrust by employees. Trust was significantly positively connected to employee engagement cognitively, emotionally and physically in the workplace, mediating the relationship between CSA and employee engagement. Originality/value This study adds to the empirical CSA research on employee–employer relations by incorporating a real-world context of the #StopAsianHate movement and illustrating the complexity of ambivalent CSA perceptions – both trust and distrust. It highlights the importance of understanding these dynamics within corporate advocacy efforts, offering an overview of CSA’s role in shaping workplace relations.