The professor of strategic communications and her coauthors examined how people reacted to companies that chose to support (or not support) social or political issues. The reaction varied based on the alignment between the company and the issue it supported, and it was influenced by perceived motives behind the company's advocacy.
Barbara Miller Gaither, professor of strategic communications, has co-authored a new journal article in Corporate Communications: An International Journal that explores the complexities of corporate social advocacy (CSA) and its effects on consumer perceptions.
The article, titled “To Take a Stand or Not: Effects of Company-Issue Fit and Perceived Motivations for CSA on Consumer Response,” investigates how the alignment between a company’s business and the social or political issues it supports influences consumer reactions. The study was conducted through a robust experiment with a nationally representative sample of 1,204 U.S. adult consumers.
Key findings from the study include:
- The perception of corporate hypocrisy varies significantly based on the “fit” between the company and the social issue it advocates for.
- Companies taking a stand on issues that are not closely related to their core business were viewed as more hypocritical, even when their advocacy was seen as values-driven.
- The research provides valuable insights for corporations on how to assess whether taking a stand on a social or political issue aligns with their brand and will be positively received by consumers.
The study underscores that the success of CSA efforts is not solely dependent on promoting values, but also hinges on the alignment between the company’s mission and the chosen issue. This research provides corporations with a comprehensive framework for determining when and how to effectively engage in social advocacy.
The article is a collaboration between Miller Gaither and frequent research partners Lucinda Austin of the University of North Carolina at Chapel Hill and Seoyeon Kim of Sogang University (Seoul, South Korea).
Corporate Communications: An International Journal, published by Emerald Publishing, is an academic journal that focuses on research related to corporate communications, public relations, and related strategic communication practices. It covers a range of topics, including corporate reputation, image management, crisis communication, corporate social responsibility (CSR), and stakeholder engagement. The journal aims to bridge the gap between theory and practice, providing both scholars and practitioners with insights into effective communication strategies and their impact on organizations and their stakeholders.