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

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 s...