Designing effective corporate social advocacy campaigns using valence, arousal, and issue salience

DiRusso, Carlina; Buckley, Christen; Diddi, Pratiti; Dardis, Frank E.; Vafeiadis, Michail; Eng, Nicholas

doi:10.1016/j.pubrev.2022.102207

Cited by 18 publications

(17 citation statements)

References 40 publications

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“…The descriptive norm of exotic pet ownership and wildlife entertainment might thus draw attention to the extent of its problems and urge people to act. This finding is supported by recent research demonstrating that participation intention increases when the salience of issues is high and when the problems are perceived to be due to inaction on the part of many others (DiRusso et al, 2022; Hassell & Wyler, 2019).…”

Section: Discussionsupporting

confidence: 67%

“…This finding is supported by recent research demonstrating that participation intention increases when the salience of issues is high and when the problems are perceived to be due to inaction on the part of many others (DiRusso et al, 2022;Hassell & Wyler, 2019). aging their networks to raise awareness about the prevalence of issues related to the exotic pet trade.…”

Section: F I G U R Esupporting

confidence: 54%

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Private and civic actions as distinct types of individual engagement for transforming the exotic pet trade

et al. 2023

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In the pathway toward environmental sustainability, it is important that we understand how individuals can make a difference through diverse types of engagement. Theories suggest that transformative change toward a sustainable future requires individuals to engage in not only private actions (e.g. household energy saving, recycling) but also social‐signalling and system‐changing civic actions (e.g. opinion sharing, voting, petition signing and protesting). Yet, past research on pro‐environmental behaviour has primarily focused on private actions, while overlooking individual contributions to facilitating widespread change through civic actions. We use the exotic pet trade as a focal case to understand how individuals may act to promote environmental sustainability through different patterns of engagement and what factors might explain these distinct patters of action. Results from an online survey about behavioural intentions in the United States (n = 527) revealed three types of individual action that could transform the exotic pet trade. Private actions clustered separately from civic actions. Within the category of civic actions, a distinction emerged between lower social‐commitment actions and higher social‐commitment actions, based on the perceived level of social engagement and personal efforts involved. We also found that each type of action was associated with unique factors, highlighting the importance of attitudes, perceived social norms, and relational values for variously promoting individual engagement among the U.S. public. Our findings suggest that these distinct types of action should be treated differently when designing future wildlife conservation campaigns and behaviour change interventions. Read the free Plain Language Summary for this article on the Journal blog.

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Section: Discussionsupporting

confidence: 67%

Section: F I G U R Esupporting

confidence: 54%

Private and civic actions as distinct types of individual engagement for transforming the exotic pet trade

et al. 2023

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“…Previous research showed inconsistent results about the role of individuals' political view in shaping their attitudes towards companies practicing CSA and behavioral intentions. While some researchers found that individuals' political view is associated with their attitudes towards companies' CSA (Hong and Li, 2020), other researchers reported no relationship between individuals' political view and their attitudinal and behavioral responses to CSA (DiRusso et al, 2022). Weber et al's (2022) study showed that individuals' political orientation moderated the impact of companies' CSA on individuals' favorable responses towards CSA.…”

Section: Limitations and Future Directionsmentioning

confidence: 99%

Examining the determinants of consumer support for corporate social advocacy

Kim

Overton

Alharbi

et al. 2023

CCIJ

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PurposeUsing the theory of planned behavior (TPB) as a theoretical framework, this study investigates individual level psychological determinants of individuals word-of-mouth (WOM) intentions as a way to support corporate social advocacy (CSA).Design/methodology/approachAn online survey (N = 505) using a Qualtrics panel was conducted.FindingsIndividuals' attitudes towards WOM, subjective norms, and self-efficacy was positively associated with their positive WOM intention, whereas perceived controllability over WOM behaviors was not associated with WOM intention. Age was negatively associated with WOM intention.Originality/valueThis study is one of the early attempts to test individual level factors in shaping individuals' WOM intention in response to CSA. This study also employed recent TPB argument and tested the role of self-efficacy and perceived controllability on behavioral intentions in the context of corporate communication. The findings of this study offer theoretical and practical insights to corporations when developing CSA campaigns and designing CSA messages.

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“…This alienation due to CSA stances is likely to create political polarization reactions. Some will react to these alienating CSA messages by choosing to boycott the corporation (Hong and Li, 2020), others will choose to communicate their displeasure on social media (Gaither et al, 2018), and others may increase their political participation (DiRusso et al, 2022). Hydock et al (2019) argued that these types of stands are "likely to simultaneously elicit disapproval and boycotts from those that oppose the company's position, but approval and buycotts from those that support the company's position" (p. 76).…”

Section: Linking Csa and Political Polarizationmentioning

confidence: 99%

“…The Proposition 2 is that a corporation's engagement in CSA increases the likelihood that the corporation will be viewed as either liberal-leaning or conservative-leaning. Central to CSA is that corporations take stands on controversial social issues (Parcha and Westerman, 2020) that both are political (DiRusso et al, 2022) and are viewed as divisive (DiRusso et al, 2022; see also Hydock et al, 2019). As corporations take more and more stands on these controversial, political and divisive social issues, they will be viewed less as neutral corporations and more as a politically bent corporations.…”

Section: Linking Csa and Political Polarizationmentioning

confidence: 99%

Conceptualizing the relationship between corporate social advocacy and political polarization

Parcha

2023

CCIJ

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Purpose Corporations are now taking stands on contemporary and controversial social issues that share no obvious connection to the corporations’ business practices. At the same time, political polarization continues to intensify, which begs the question: Are these corporate stands – referred to as corporate social advocacy (CSA) – and political polarization related to each other, and if so, how? The purpose of this study is to provide a conceptualization of the connections between CSA and political polarization through a series of propositions that can be tested in subsequent research studies. Corporations have influence in society, and the ways in which they communicate on controversial social issues could further intensify or help assuage political polarization. Conversely, political polarization may be causing CSA in the first place, which would put into question the legitimacy and desirability of CSA because of the environment from which CSA is cultivated.Design/methodology/approach This study is designed to be conceptual, and the approach is based on theory building.Findings The study conceptualizes the relationship between CSA and political polarization to be symbiotic because both are bidirectional causes of each other. Engagement in CSA is also argued to be positively associated with perceptions that corporations contain particular political ideologies, i.e. more “liberal-leaning” or “conservative-leaning.” This study also predicts that – dependent on particular conditions – CSA will also lead to an increase in both boycotts and skepticism.Practical implications This study will contribute to scholars’, practitioners’ and consumers’ understanding of the causes and effects of CSA. The way in which political polarization is potentially causing CSA puts into question the legitimacy of corporations engaging in CSA in the first place. If CSA is cultivated in the soil of political polarization, is CSA desirable for corporations? Conversely, the way in which CSA is potentially causing political polarization also puts the legitimacy of CSA into question. If CSA is causing political polarization, is CSA desirable for society?Social implications Corporations are an influential part of society, and thus will influence how society views controversial social issues. If the predictions in this study hold, corporations will play an important role in either intensifying or reducing political polarization, and political polarization will also play an important role in how corporations communicate about CSA issues.Originality/value Research focused on CSA is burgeoning, yet limited studies have examined how CSA and political polarization interact. Although there could be positive aspects of corporate involvement in CSA, this study examines some of the potential negative aspects of corporate involvement in CSA. Future research will also be able to test the propositions proposed in this study.

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Designing effective corporate social advocacy campaigns using valence, arousal, and issue salience

Cited by 18 publications

References 40 publications

Private and civic actions as distinct types of individual engagement for transforming the exotic pet trade

Private and civic actions as distinct types of individual engagement for transforming the exotic pet trade

Examining the determinants of consumer support for corporate social advocacy

Conceptualizing the relationship between corporate social advocacy and political polarization

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