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Testing the Viability of Corporate Social Advocacy as a Predictor of Purchase Intention

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Public Relations and Crisis Communication Corporate Social Responsibility Reporting Consumer Behavior in Brand Consumption and Identification

Abstract

The goal of this study is to explore the emergent concept of corporate social advocacy (CSA) as a predictor of consumer purchase intention. CSA has been conceptualized as a public relations function, and as such, the goal of this study is to determine whether it serves as a measurable and viable indicator of bottom-line financial outcomes for organizations’ public relations efforts. Using an experimental survey design, this study finds that CSA does have a significant impact on consumer purchase intention for the social-political issue of same-sex marriage. Results indicate that future research should continue to explore this area of corporate communication.

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References

1991The theory of planned behavior 2011Does it Pay to Be Good...And Does it Matter? A Meta-Analysis of the Relationship between Corporate Social and Financial Performance 2010Public Relations Theory II 2011Managing Corporate Social Responsibility: A Communication Approach 2004The Presentation of CEOs in the Press, 1990-2000: Increasing Salience, Positive Valence, and a Focus on Competency and Personal Dimensions of Image 2018Strategic Issues Management 2007Development and Validation of the Attitudes Toward Same-Sex Marriage Scale 2010A Rhetorical Theory Approach to Issues Management

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2019Polarized public opinion responding to corporate social advocacy: Social network analysis of boycotters and advocators 2021Effects of Issue Ownership, Perceived Fit, and Authenticity in Corporate Social Advocacy on Corporate Reputation 2019Nike, Colin Kaepernick, and the politicization of sports: Examining perceived organizational motives and public responses 2021Fake, Faulty, and Authentic Stand-Taking: What Determines the Legitimacy of Corporate Social Advocacy?2020

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