Testing Publics’ Perceptions of Corporate Social Advocacy Messaging: Linking Organizational and Social Outcomes

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

“…As CSA has become a popular corporate practice, a growing number of researchers have investigated how corporations' CSA affect the public's brand' attitudes and behaviors (Lim and Young, 2021). For example, researchers have found that the public's perceptions of a corporation's CSA affect their favorable attitudes towards corporations and behavioral intentions, such as purchase intentions (Hong and Li, 2020), word-of-mouth intentions (Overton et al, 2021;Kim et al, 2023), organization-public relationships (Song and Choi, 2023), and brand preference (Alharbi et al, 2022). Also, CSA studies have examined a variety of controversial sociopolitical contexts, such as gun control (Parcha and Kingsley Westerman, 2020), racial justice (Waymer and Logan, 2021), and climate change (Abitbol and VanDyke, 2023).…”

“…, 2021; Kim et al. , 2023), organization-public relationships (Song and Choi, 2023), and brand preference (Alharbi et al. , 2022).…”