Examining the impact of corporate social advocacy (CSA) issue ownership and message content on authenticity perceptions and behavioral intentions
Holly Overton; Michail Vafeiadis; Pratiti Diddi; Christen Buckley; Frank E. Dardis · 2025 · Corporate Communications An International Journal
WASTE classifies this as Negative / Null Result Report · AI classification, approximate
The study found no significant effect — useful as a negative control or null benchmark for your own design.
Abstract
Purpose As companies continue to engage in CSA, they continue to struggle with determining what issues they should speak out about and how they can create compelling messages that inspire action. Guided by arguments from issue ownership theory, this study examines CSA message content effects related to two different social-political issues on advocacy behavioral intentions, megaphoning, brand preference and purchase intention. Specifically, the level of advocacy in a CSA message is examined, as well as the manner in which the message is written (narrative vs informational). Furthermore, this s
Abstract by Holly Overton; Michail Vafeiadis; Pratiti Diddi; Christen Buckley; Frank E. Dardis, Corporate Communications An International Journal (2025) — licensed CC BY 4.0.
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Metadata source: OpenAlex · DOI 10.1108/ccij-05-2024-0080