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Open Access
Article
Publication date: 30 January 2024

Sarah Marschlich and Laura Bernet

Corporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public…

Abstract

Purpose

Corporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public. Companies use different CSA message strategies, including calling the public to support and act on the issue they advocate. Using reactance theory, the authors investigate the impact of CSA messages with a call to action on corporate reputation in the case of a company's gender equality initiative.

Design/methodology/approach

A one-factorial (CSA message with or without a call to action) between-subjects experiment was conducted by surveying 172 individuals living in Switzerland. The CSA messages were created in the context of gender equality.

Findings

The authors' study indicates that CSA messages with a call to action compared to those without overall harmed corporate reputation due to individuals' reactance, which is higher for CSA messages with a call to action, negatively affecting corporate reputation. The impact of the CSA message strategy with a call to action on corporate reputation remains significant after controlling for issue alignment and political leaning.

Originality/value

Communicating about socio-political issues, especially taking a stand, is a significant challenge for corporations in an increasingly polarized society and has often led to backlash, boycotts and damage to corporate reputation. This study shows that the possible adverse effects of advocating for socio-political issues can be related to reactance. It emphasizes that companies advocating for contested issues must be more cautious about the message strategy than the issue itself.

Details

Corporate Communications: An International Journal, vol. 29 no. 7
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 26 May 2023

Joshua M. Parcha

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…

Abstract

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.

Details

Corporate Communications: An International Journal, vol. 28 no. 6
Type: Research Article
ISSN: 1356-3289

Keywords

Abstract

Details

CEOs on a Mission
Type: Book
ISBN: 978-1-80382-215-0

Article
Publication date: 31 January 2023

Joon Kyoung Kim, Holly Overton, Khalid Alharbi, Jackson Carter and Nandini Bhalla

Using the theory of planned behavior (TPB) as a theoretical framework, this study investigates individual level psychological determinants of individuals word-of-mouth (WOM…

Abstract

Purpose

Using 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/approach

An online survey (N = 505) using a Qualtrics panel was conducted.

Findings

Individuals' 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/value

This 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.

Details

Corporate Communications: An International Journal, vol. 28 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 12 November 2021

Jan Klostermann, Chris Hydock and Reinhold Decker

In recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on…

1829

Abstract

Purpose

In recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on polarizing sociopolitical issues. Recent experimental research suggests that consumers respond to CPA based on its alignment with their own values, and that it typically induces an overall negative response. This study aims to provide additional insights by exploring consumer brand perceptions following CPA.

Design/methodology/approach

An event study of 106 CPA events and weekly consumer brand perception data was conducted. A regression model was used to investigate the moderating effects of CPA effort, concurrence and the strength of the online protests evoked by the CPA.

Findings

The results show that CPA had a negative effect on consumers’ brand perceptions and that the effect was stronger for customers relative to non-customers. The negative effect was attenuated by CPA concurrence and amplified by effort. Additionally, online protests were driven by the CPA effort and had a strong negative effect on brand perception. Online protests were stronger in the past, and, in turn, the negative effects of CPA on brand perceptions have slightly weakened in recent years.

Originality/value

This study contributes to the existing literature by highlighting the role of online protests following CPA and distinguishing consumer and customer responses. This study also provides converging evidence of the moderating effects of effort and concurrence identified in previous studies.

Details

Journal of Product & Brand Management, vol. 31 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 12 February 2024

Minhee Choi and Baobao Song

Based on Lasswell’s communication model, this study investigates how four categories of factors (i.e. the source, content, medium and receiver) conjointly affect the relational…

Abstract

Purpose

Based on Lasswell’s communication model, this study investigates how four categories of factors (i.e. the source, content, medium and receiver) conjointly affect the relational, financial and social outcomes (i.e. what effect) of CSA communication.

Design/methodology/approach

With a survey (N = 366), this study found configurations of core CSA communication factors leading to three different CSA communication outcomes.

Findings

While this study found multiways to yield three different CSA outcomes, combinational logic indicated the combined effects from source, content, medium and receiver. With content and medium, individuals’ connectedness (receiver) to a CSA issue is a core factor leading to a high level of purchase intention and issue advocacy. This study also found that message strategies (i.e. informativeness, factual tone, no promotional tone) are core factors leading to a high level of trust and issue advocacy.

Practical implications

With the theoretical guidance, this research contributes to strategic communication practice for various entities involved in advocacy communication by enabling an improved understanding of advocacy communication factors and triggering different communication outcomes.

Originality/value

As CSA communication involves multiple strategies, conventional research agenda focusing on correlational and path analysis approaches provide limited understanding of communication practice. To fill this void, this study adopts a configurational approach to understand current CSA communication practices holistically.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

Keywords

Content available
Book part
Publication date: 11 September 2023

Eric Kwame Adae

Abstract

Details

CEOs on a Mission
Type: Book
ISBN: 978-1-80382-215-0

Open Access
Article
Publication date: 17 February 2023

Vanja Bojanic

This paper aims to take stock of current knowledge on chief executive officers (CEOs) speaking out on societal issues and to position the phenomenon with and against the relevant…

1195

Abstract

Purpose

This paper aims to take stock of current knowledge on chief executive officers (CEOs) speaking out on societal issues and to position the phenomenon with and against the relevant literature on CEO communication. Ultimately, the paper seeks to arrive at a better conceptual understanding of CEO advocates and activists from a communication science perspective.

Design/methodology/approach

This paper is conceptual and considers findings from the literature on personalization, reputation, issues and topic management.

Findings

The paper reflects media, receptive and strategic implications for CEO advocates and activists and derives four workable propositions. It lays the foundation for treating CEO advocacy and activism as a form of strategic topic management that harnesses personalization to address a new set of stakeholder demands.

Practical implications

The insights gained from this paper may help researchers and practitioners understand when CEOs should speak up, what to communicate and how. The human element behind this kind of communication echoes new expectations, demands and values from stakeholders, shareholders and society at large.

Social implications

Understanding the specific interdependencies between personalization, reputation, issues and topic management underlying CEO advocacy and activism can help to improve a CEO's relationship with stakeholders and guide the public discourse to actively bring about positive societal change.

Originality/value

The paper fills a gap by providing an understanding of advocate and activist CEOs from a communication science perspective. The insights from this paper can be used as a starting point for further research on this subject.

Details

Journal of Communication Management, vol. 27 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 16 August 2021

Ziyuan Zhou and Chuqing Dong

Despite corporate social advocacy (CSA) has become a popular phenomenon, less is known about the potential negative public responses to corporations' CSA involvement and…

Abstract

Purpose

Despite corporate social advocacy (CSA) has become a popular phenomenon, less is known about the potential negative public responses to corporations' CSA involvement and promotion. This paper aims to investigate the main and conditional effects of a new concept, CSA stance-action consistency, on consumers' negative responses to CSA communication.

Design/methodology/approach

The study employed a 4 (four types of CSA stance-action consistency) × 2 (CSA record: long vs short) between-subject experimental design. Social issue activism was measured as a continuous variable and treated as a moderator. An online experiment was conducted with participants recruited from MTurk (n = 224).

Findings

CSA stance-action consistency significantly predicted negative word-of-mouth and boycott intention. Participants' social issue activism moderated the effects. However, CSA record was not a significant predictor of consumers' negative responses to CSA communication.

Originality/value

This study advances CSA and corporate communication literature by proposing a new concept, CSA stance-action consistency and providing empirical evidence on its effects on consumer responses. Practical implications to CSA promotion were discussed.

Details

Corporate Communications: An International Journal, vol. 27 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

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