Conceptualizing and Measuring “Corporate Social Advocacy” Communication: Examining the Impact on Corporate Financial Performance
This research takes a two-fold approach to understanding organizational stances on social-political issues (termed corporate social advocacy or CSA). First, CSA is conceptualized within public relations, noting how it may span the boundaries between two key areas of scholarship and practice: issu...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Insitute for Public Relations
2014-09-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/2014DoddSupa.pdf |
| Summary: | This research takes a two-fold approach to understanding organizational stances on
social-political issues (termed corporate social advocacy or CSA). First, CSA is
conceptualized within public relations, noting how it may span the boundaries between
two key areas of scholarship and practice: issues management and corporate social
responsibility. Second, using the theory of planned behavior as the underpinning for
consumer purchase intention, this research examines how organizational stances on
social-political issues (gay marriage, health care reform, and emergency contraception)
impact corporate financial performance. This research uses an experimental
methodology and nationally representative sample of U.S. consumers to demonstrate
that CSA has tangible outcomes for organizations. In short, the study finds that greater
agreement with a corporate stance results in greater intentions to purchase; whereas
lesser agreement with a corporate stance results in lesser intention to purchase. The
conceptualization and empirical results of this research provide support for further
examination of CSA alongside existing public relations scholarship, as well as an area
for independent exploration. |
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| ISSN: | 1942-4604 1942-4604 |