Does Diversity Hurt Students’ Feeling of Oneness? A Study of Social Trust, Internal Brand Identification, and Organizational Citizenship on Diversifying University Campuses

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Mass Communication Interactive Poster Session

Abstract

Based on a representative sample of students from four public universities in a Midwestern sate, this study finds that universities’ efforts enhance diversity awareness and social trust, and do no damage to university internal brand identification. Diversity awareness and ethnic identity increase organizational citizenship behaviors. Social media and news use also contribute to diversity awareness and organizational citizenship behaviors that protect and promote the university brand.

Authors

• Qingjiang (Q. J.) Yao, Lamar University

• Mary Martin, Fort Hays State U

• Scott Robson, Fort Hays State U

• Hsin-Yen Yang, Fort Hays State University