Testing the Effectiveness of CSA(Corporate Social Advocacy) through Change of Attitude toward the Organization, Purchase and Boycott Intentions

2021 ◽  
Vol 23 (4) ◽  
pp. 230-264
Author(s):  
Byeol Shin ◽  
Sooyoung Cho
Keyword(s):  
Social Advocacy ◽  
Corporate Social

scholarly journals What does corporate social advocacy signal? Evidence from boycott participation decisions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pyemo N. Afego ◽  
Imhotep P. Alagidede
Keyword(s):  
Content Analysis ◽  
Stock Market ◽  
Event Study ◽  
Market Valuation ◽  
Social Advocacy ◽  
Content Type ◽  
Political Issues ◽  
Stock Market Valuation ◽  
Corporate Social ◽  
The Impact

PurposeThis paper explores how a firm's public stand on a social-political issue can be a salient signal of the firm's values, identity and reputation. In particular, it investigates how boycott participation–conceptualized as a cue of a corporation's stand on important social-political issues–may affect the stock market valuation of that corporation, as well as how corporations legitimise their stand on the issues.Design/methodology/approachThe authors employ a mixed-methods design that uses both qualitative techniques (content analysis) and quantitative methods (event study methodology) to examine a sample of US firms who participated in a boycott campaign that sought to call attention to issues of hate speech, misinformation and discriminatory content on social media platform Facebook.FindingsFindings from the qualitative content analysis of company statements show that firms legitimise their stand on, and participation in, the boycott by expressing altruistic values and suggesting to stakeholders that their stand aligns not only with organizational values/convictions but also with the greater social good. Importantly, the event study results show that firms who publicly announced their intention to participate in the boycott, on average, earn a statistically significant positive abnormal stock return of 2.68% in the four days immediately after their announcements.Research limitations/implicationsFindings relate to a specific case of a boycott campaign. Also, the sample size is limited and restricted to US stocks. The signalling value of corporate social advocacy actions may vary across countries due to institutional and cultural differences. Market reaction may also be different for issues that are more charged than the ones examined in this study. Therefore, future research might investigate other markets, use larger sample sizes and consider a broader range of social-political issues.Practical implicationsThe presence of significant stock price changes for firms that publicly announced their decision to side with activists on the issue of hate propaganda and misinformation offers potentially valuable insights on the timing of trades for investors and arbitrageurs. Insights from the study also provide a practical resource that can be used to inform organizations' decision-making about such issues.Social implicationsTaking the lead to push on social-political issues, such as hate propaganda, discrimination, among others, and communicating their stands in a way that speaks to their values and identity, could be rewarding for companies.Originality/valueThis study provides novel evidence on the impact that corporate stances on important social-political issues can have on stock market valuation of firms and therefore extends the existing related research which until now has focused on the impact on consumer purchasing intent and brand loyalty.

Corporate social advocacy as engagement: Nike's social justice communication

2021 ◽  
Vol 47 (1) ◽  
pp. 102005
Author(s):  
Damion Waymer ◽  
Nneka Logan
Keyword(s):  
Social Justice ◽  
Social Advocacy ◽  
Corporate Social

Signaling, Verification, and Identification: The Way Corporate Social Advocacy Generates Brand Loyalty on Social Media

2020 ◽  
pp. 232948842090712
Author(s):  
Keonyoung Park ◽  
Hua Jiang
Keyword(s):  
Brand Loyalty ◽  
Online Survey ◽  
Amazon Mechanical Turk ◽  
Public Attention ◽  
Bottom Line ◽  
Social Advocacy ◽  
Positive Effects ◽  
Verification Process ◽  
Company Identification ◽  
Corporate Social

Scholars have become increasingly interested in the importance of corporate social advocacy to an organization’s bottom line. However, few researchers have investigated the subliminal mechanism with which corporations’ political engagement attracts public attention and creates positive corporate-public relationships. This study examines corporations’ identification with sociopolitical issues as an identity signaling practice. Rooted in the signaling and social identity theories, this study proposes a model that demonstrates the positive effects of corporate social advocacy activities on brand loyalty. This study sheds light on the role of brand community engagement as a signal verification process. Public-company identification leads to brand loyalty, which indicates the public’s acceptance of a corporation’s signal. We tested our proposed model through an online survey with participants recruited from Amazon Mechanical Turk ( N = 960). Theoretical and practical contributions of this study were discussed.

scholarly journals “We Need to be Better”: Race, Outdoor Recreation, and Corporate Social Advocacy

2021 ◽  
Vol 6 ◽  
Author(s):  
Carlos Anthony Tarin ◽  
Sarah De Los Santos Upton ◽  
Leandra Hinojosa Hernández
Keyword(s):  
Outdoor Recreation ◽  
The United States ◽  
Racial Justice ◽  
Social Advocacy ◽  
Institutionalized Racism ◽  
Civil Unrest ◽  
Corporate Social ◽  
Sport And Recreation ◽  
Recreation Organizations

The summer 2020 protests following the killings of George Floyd, Breonna Taylor, Ahmaud Arbery, and other African-Americans sparked important conversations about race, police brutality, and institutionalized racism in the United States. In response to widespread civil unrest, organizations across the country issued statements condemning anti-Black violence and supporting the Black Lives Matter movement. This essay analyzes public statements released by 50 outdoor sport and recreation organizations. Extending scholarly literature on race and corporate social advocacy, our analysis develops the concept of conciliatory discourse, which functions by rhetorically constructing 1) a non-specification of grievance, 2) an obfuscation of commitments to action, and 3) a reinforcement of previous actions or processes. We argue that while many outdoor recreation organizations took action in support of racial justice, their public statements complicate long-term commitments for inclusivity and diversity.

scholarly journals Corporate Social Advocacy as Public Interest Communications: Exploring Perceptions of Corporate Involvement in Controversial Social-Political Issues

2019 ◽  
Vol 3 (2) ◽  
pp. 3 ◽  
Author(s):  
Lucinda Austin ◽  
Barbara Gaither ◽  
T. Kenn Gaither
Keyword(s):  
Public Interest ◽  
Social Issues ◽  
Preliminary Evidence ◽  
Social Advocacy ◽  
Public Interests ◽  
Political Issues ◽  
High Profile ◽  
Nationally Representative ◽  
And Gender ◽  
Corporate Social

Through a nationally representative U.S. survey of 1,214 participants, this study examined attitudes toward the role of corporations in public interest communications and response to a series of recent high-profile corporate social advocacy cases. Findings provide preliminary evidence for what types of public interests are most appropriate for organizations to address, based on perceived motivations, commitment to advocacy, and dimension of corporations as actors for social change. Results from this study suggest demographic differences by political viewpoints, age, income, education, and gender. However, an overall level of agreement across all respondents indicates that corporations should engage in addressing important social issues, which is particularly noteworthy given that the U.S. population skews conservative.

How Corporate Social Advocacy Affects Attitude Change Toward Controversial Social Issues

2020 ◽  
Vol 34 (3) ◽  
pp. 350-383 ◽  
Author(s):  
Joshua M. Parcha ◽  
Catherine Y. Kingsley Westerman
Keyword(s):  
Social Issue ◽  
Attitude Change ◽  
Social Issues ◽  
Future Research ◽  
Social Advocacy ◽  
Corporate Credibility ◽  
Corporate Social

The current study reveals that a corporate statement on a controversial social issue is effective in changing an individual’s attitude toward the issue depending on how much the issue is relevant to the individual’s goals and/or if the corporate statement is supported by other corporations. Advocacy fit, corporate credibility, the bandwagon heuristic, and position advocated were varied in a fully crossed 2 × 2 × 2 × 2 experiment ( N = 677). The relevance of the controversial social issue to each participant’s goals and values was also considered. Findings indicate that the fit of an issue mattered for attitude change when the issue was relevant to one’s goals. The number of corporations that agreed with the corporate statement affected attitude change when the issue was relevant to each participant’s goals and values. Corporate credibility did not have any significant effect on whether individuals changed their attitudes. Implications and directions for future research are discussed.

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