Designing effective corporate social advocacy campaigns using valence, arousal, and issue salience (2022)

Corporate social advocacy (CSA) is a growing communications practice that involves corporations taking a public stance on a controversial social issue. Some CSA campaigns have failed in the past (e.g., Pepsi’s 2017 Live for Now Moments Anthem video) by generating public backlash and damaging corporate reputation. To test how to design CSA campaigns that are beneficial for both the corporation and the advocacy issue, the current between-subjects experiment (N = 508) employed a 2 (issue salience: moderate vs. high) X 2 (valence: negative vs. positive) X 2 (arousal: moderate vs. high) factorial design to test the effects of salience, valence, and arousal on memory and four persuasion outcomes: company attitudes, purchase intentions, political participation intentions, and social media intentions, while also analyzing the mediation of information processing.