The mediating role of skepticism: how corporate social advocacy builds quality relationships with publics

Keonyoung Park*

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

6 Citations (Scopus)

Abstract

This study investigates the effects of corporate social advocacy (CSA) in mitigating public skepticism of corporate social engagement and reveals how CSA helps build relationships with publics. Ambiguity embedded in general corporate social responsibility (CSR) activities can cause public skepticism, but this study argues that corporations can signal their sincerity by engaging in CSA practices by taking a definitive stance on controversial socio-political issues. The results of an online survey (N = 960) showed that a corporation’s clear identification with a controversial social issue is positively associated with brand trust and loyalty mediated by reduced skepticism of corporate non-market activities. The findings of this study have practical implications for corporations as they attempt to optimize the effects of public communication through social engagement.

Original languageEnglish
Pages (from-to)821-839
Number of pages19
JournalJournal of Marketing Communications
Volume28
Issue number8
Early online date22 Aug 2021
DOIs
Publication statusPublished - 17 Nov 2022

Scopus Subject Areas

  • Business and International Management
  • Marketing

User-Defined Keywords

  • brand loyalty
  • brand trust
  • Corporate social advocacy (CSA)
  • corporate social responsibility (CSR)
  • CSR skepticism

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