How legitimate are corporate social advocacy campaigns? An examination of the role of legitimacy in stakeholder perceptions of CSA

Abstract

Through an online survey, this study examines, under the legitimacy theoretical framework, consumer perceptions of the legitimacy of corporate social advocacy (CSA) actions, with an eye on investigating the mechanisms behind changing attitudes towards CSA. Overall, consumers’ issue involvement and product/service purchase frequency had a positive relationship with CSA legitimacy. In addition, CSA legitimacy was found to be positively associated with trust and supportive behavioral intentions and negatively related to negative behavioral intentions. Only legitimacy perceptions based on moral principles were associated with increased trust and supportive behavioral intentions and decreased negative behavioral intentions. Findings indicate the sources of the legitimacy perceptions of CSA campaigns and provide implications for how corporations should engage in and communicate advocacy campaigns.

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