Conceptualizing and Measuring “Corporate Social Advocacy” Communication: Examining the Impact on Corporate Financial Performance

Abstract

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.