Student Theses and Dissertations
Date of Award
Summer 8-14-2024
Document Type
Thesis
Degree Name
Master of Arts (MA)
Program of Study
Communication - Corporate Communication
Language
English
First Advisor
Minna Logemann
Second Advisor
Stuart Davis
Abstract
As corporations recognize the importance of balancing profitability with social responsibility, the adoption of corporate social advocacy has become a critical approach for addressing pressing social issues, fostering trust, and enhancing brand reputation. Growing public pressure has forced corporations to take a more vocal stance on social and political issues. Considering that corporate social advocacy is an emerging trend and is viewed as a practice outside of a corporation’s standard business practices, organizations have been presented with a new challenge of achieving legitimacy in their advocacy and taking on an expanded role as corporate citizens. This study explores the ways in which corporations’ adoption of corporate social advocacy and its perceived authenticity influences the creation of brand and consumer activists. Additionally, this study explores the ways in which corporations utilize social media as a tool for engagement. As well as how corporations integrate social media into their social advocacy efforts. Interviews amongst corporate professionals and a social activist were carried out to better understand the implication of corporate social advocacy as a tool for engagement and a measurement of legitimacy for corporate advocacy. A thematic analysis was performed to identify and analyze key patterns and themes within the data. The results of this study provide a basis for navigating the new social landscape and offers methods for operating successfully within it. This study offers actionable insights for strengthening social advocacy initiatives and sheds light on the strategies that enhance perceived authenticity and foster meaningful connections with publics.
Recommended Citation
Taylor, Christa L., "Corporate Social Advocacy: A Study of Brand and Consumer Activism in the Era of Social Media" (2024). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/195