Testing The Viability Of Corporate Social Advocacy As A Predictor Of Purchase Intention

Keywords

Advocacy; Corporate Social Responsibility; Public Relations; Purchase Intention; Theory of Planned Behavior

Abstract

The goal of this study is to explore the emergent concept of corporate social advocacy (CSA) as a predictor of consumer purchase intention. CSA has been conceptualized as a public relations function, and as such, the goal of this study is to determine whether it serves as a measurable and viable indicator of bottom-line financial outcomes for organizations’ public relations efforts. Using an experimental survey design, this study finds that CSA does have a significant impact on consumer purchase intention for the social-political issue of same-sex marriage. Results indicate that future research should continue to explore this area of corporate communication.

Publication Date

10-2-2015

Publication Title

Communication Research Reports

Volume

32

Issue

4

Number of Pages

287-293

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/08824096.2015.1089853

Socpus ID

84944881463 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84944881463

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