The role of corporate social advocacy forms in shaping young adults’ responses

• Published in: Corporate communications Vol. 29; no. 5; pp. 653 - 669
• Main Authors: Kim, Joon Kyoung, Moon, Won-Ki, Lee, Jegoo
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 23.07.2024; Emerald Group Publishing Limited
• Subjects: Adults; Advocacy; Attitudes; Behavior; Brand preferences; Business communications; Campaign contributions; Corporate image; Design factors; Digital media; Legislation; Lobbying; Messages; Motivation; Political systems; Racial justice; Researchers; Social networks; Social responsibility; Young adults; Corporate social responsibility; Corporate communications; Corporate social advocacy
• DOI: 10.1108/CCIJ-11-2023-0151
• ISSN: 1356-3289

PurposeThis study aims to examine the role of different forms of corporate social advocacy (CSA) in shaping individuals’ attitudinal and behavioral intentions towards companies taking their public stand on controversial socio-political issues. With an online experiment as the research method, this study tests whether depicting nonpolitical or political behaviors in CSA messages increases individuals’ positive behavioral intentions.Design/methodology/approachThis study uses a single factor between subject online experiment. A total of 135 US young adults were recruited through a Qualtrics online panel. Three social media mockups were created to manipulate three levels of actions in CSA messages (no action, nonpolitical action and political action). Participants viewed one of those social media posts depicting presented actions to counter anti-LGBTQ + legislation in the USA and answered questions about values-driven motives behind CSA, brand preference and positive word-of-mouth (WOM) intention.FindingsParticipants displayed higher levels of brand preference when they viewed CSA messages depicting the company’s political action intended to repel anti-LGBTQ + legislation. Participants showed more positive WOM intentions towards the company when they perceived its political actions as more values-driven.Practical implicationsThe findings of this study offer practical insights to companies when designing CSA messages and strategies. The results of this study indicate that the presence of political actions in CSA communication increases individuals’ positive behaviors towards companies. The results also suggest that depicting altruistic motives behind CSA leads individuals to talk about companies more in positive ways.Originality/valueThis study is one of the early studies investigating the impact of various forms of CSA on individuals’ attitudinal and behavioral intentions to companies practicing CSA. This study provides practical implications on how to effectively appeal individuals’ favorable attitudes and behaviors towards CSA. In particular, this research presents the importance of action aspects in individuals’ attitudes toward corporations’ CSA messages.