Date of Award

May 2020

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Public Relations

Advisor(s)

Joon Soo Lim

Keywords

Corporate Political Advocacy, Corporate Social Advocacy, Corporate Social Responsibility, CSA

Subject Categories

Social and Behavioral Sciences

Abstract

Companies are constantly sharing and posting content related to social issues. It is increasingly becoming an expectation for brands to take a stance on such controversies even where they may not be inherently related or relevant to the company’s daily activity. However, the extent to which this form of advocacy has residual effects on the advocating company is still unclear. This thesis aims to provide clarity on this matter by examining its impact on consumers’ relationship with the company and related perceptions.

An online survey was conducted in March 2020. Findings were compared with social analytic research. A correlation analysis suggested a connection between post volume referencing the advocated issue and consumer perception of the company being associated with that issue. Analysis of survey results indicated that perceived fit between organizational identity and advocated issue impacts issue-specific corporate reputation. Findings also suggest perceived fit and perceived authenticity are highly correlated. Perceived fit between organizational identity and advocated social issue are also found to have positive effects on issue-specific reputation. Brand loyalty was similarly predicted by perceived fit and perceived authenticity of corporate social advocacy.

Practical and theoretical implications for research are discussed.

Access

Open Access

Available for download on Sunday, August 15, 2021

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