Public-company identity similarity and its influences on public reactions to CSA (2021)

In today’s increasingly polarized political environment, a growing number of companies are taking a stance on controversial sociopolitical topics or public policy issues that their stakeholders care about. This includes issues like same-sex marriage, gun control, racial equality, immigration and transgender bathroom policies. Companies, however, need to be very cautious about how they speak up on such divisive issues. Social media, such as Twitter and Instagram, has become an important platform for companies to put forward their voices on sociopolitical issues. The vast reach and viral nature of social media also puts Corporate Social Advocacy (CSA) initiatives under the microscope from various consumer advocates. This project aims to advance methodological innovations in CSA research and enhance theory development on the impact of CSA initiatives.