Building an audience-centric framework of situational corporate social advocacy strategy (2021)

This study develops an issue-driven framework to theorize the role of public attention, support, and expectations in audience responses to corporations’ engagement in contested issues. Based on a mixed-method study using an online survey (N = 817), we investigate how two forms of expectations—normative and predictive—are associated with motivating cognitions, attitudes toward the social impacts of corporate sociopolitical activism (CSA), and buying intentions. Thematic analysis reveals a four-quadrant typology characterized by varying degrees of public attention and support: legitimate engagement, identify alignment, emergent norm, and obscure practice.