Abstract
Publics’ reactions to corporate social advocacy (CSA) initiatives can be influenced not only by their agreement with companies’ issue stances but also by their pre-existing perceptions of the companies involved. With the purpose of providing a more comprehensive understanding of CSA outcomes, this study draws on social identity theory and examines how consumer-company stance congruence in CSA interacts with consumer publics’ pre-existing corporate attitude to influence their boycott and buycott intentions. Using real companies, two experiments were conducted with CSA on two socio-political issues: abortion laws (N = 258) and gun laws (N = 257). The results from Experiment 2 showed a buffering effect of positive pre-existing corporate attitude on publics’ boycott intentions, when they have incongruent issue stances with companies. In Experiment 1, publics’ perceived like-minded opinions opposing CSA were also found to boost their boycott intention. This study adds a nuanced understanding of the triadic consumer-issue-company dynamics in CSA from the social identity and public opinion perspectives, providing useful guidelines for CSA practices.
Original language | English (US) |
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Article number | 102441 |
Journal | Public Relations Review |
Volume | 50 |
Issue number | 2 |
DOIs | |
State | Published - Jun 2024 |
Bibliographical note
Publisher Copyright:© 2024 The Authors
Keywords
- Boycott
- Buycott
- Consumer
- Corporate attitude
- Corporate social advocacy
- Stance congruence