Issue selection in corporate social advocacy (CSA): How issue maturity and congruence shape consumers' perceived authenticity and responses

Abstract

This study investigates a strategic framework for Corporate Social Advocacy (CSA) issue selection, focusing on two critical factors: the maturity of the socio-political issue and the congruence between the company and the issue. Grounded in issue maturity models and congruence literature, we examine how these factors interact to influence perceived CSA authenticity, ultimately impacting both advocacy-related and company-related outcomes. A 2 × 2 full factorial design online experiment was conducted with consumer samples. The findings demonstrated that less mature socio-political issues generate more favorable perceptions of CSA authenticity compared to more established issues. However, optimal topic selection required careful consideration of both issue maturity and company-issue congruence. The results revealed notable interaction effects: for less mature issues, lower congruence appeared to heighten public perceptions of CSA authenticity more than high congruence, whereas higher congruence enhanced authenticity perceptions for mature issues. Public perceptions of authenticity significantly influence both advocacy- and corporate-related outcomes. Specifically, perceived authenticity strengthens positive CSR associations, ultimately driving consumer support for the advocacy effort, positive megaphoning about the company, and purchase intentions. These findings underscore that effective CSA requires careful consideration of both issue maturity and company-issue congruence in the decision-making process.