Enhancing support and reducing backlash for corporate social advocacy through moral foundation framing (2026)
Xu Liu, Jiacheng Huang, Moon J. Lee, Alvin Zhou
This project explores how companies can frame corporate social advocacy messages in ways that reduce public backlash. Through analysis of past corporate communications and audience testing, the research aims to identify messaging strategies that help organizations communicate their positions more effectively across politically and culturally divided audiences.
- Blog Post Page Center Blog: What shapes public reactions to corporate advocacy? – Scholar Q&A with Xi Liu