ABSTRACT

This study investigates the effects of corporate social advocacy (CSA) in mitigating public skepticism of corporate social engagement and reveals how CSA helps build relationships with publics. Ambiguity embedded in general corporate social responsibility (CSR) activities can cause public skepticism, but this study argues that corporations can signal their sincerity by engaging in CSA practices by taking a definitive stance on controversial socio-political issues. The results of an online survey (N = 960) showed that a corporation’s clear identification with a controversial social issue is positively associated with brand trust and loyalty mediated by reduced skepticism of corporate non-market activities. The findings of this study have practical implications for corporations as they attempt to optimize the effects of public communication through social engagement.

摘要

本研究调查了企业社会倡导 (CSA) 在减轻公众对企业社会参与的怀疑方面的影响，并揭示了 CSA 如何帮助与公众建立关系。一般企业社会责任 (CSR) 活动中的模糊性可能会引起公众的怀疑，但本研究认为，企业可以通过对有争议的社会政治问题采取明确立场来参与 CSA 实践，从而表明他们的诚意。一项在线调查（N = 960）的结果表明，公司对有争议的社会问题的明确认同与品牌信任和忠诚度呈正相关，这通过减少对公司非市场活动的怀疑来调节。