企业社会宣传形式在影响年轻人反应中的作用

Joon Kyoung Kim, Won-Ki Moon, Jegoo Lee
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引用次数: 0

摘要

目的 本研究旨在探讨不同形式的企业社会倡导(CSA)在影响个人对企业在有争议的社会政治问题上公开表态的态度和行为意向方面所起的作用。本研究以在线实验为研究方法,检验在企业社会倡导信息中描述非政治行为或政治行为是否会增加个人的积极行为意向。通过 Qualtrics 在线小组共招募了 135 名美国年轻人。研究人员制作了三个社交媒体模型,以操纵 CSA 信息中的三个行动级别(无行动、非政治行动和政治行动)。参与者观看了其中一个社交媒体帖子,该帖子描述了为抵制美国反 LGBTQ + 立法而采取的行动,并回答了有关 CSA 背后的价值驱动动机、品牌偏好和积极口碑(WOM)意向的问题。当参与者认为公司的政治行动更具价值观导向性时,他们对公司表现出了更积极的 WOM 意愿。研究结果表明,在 CSA 传播中出现政治行动会增加个人对公司的积极行为。本研究是较早调查各种形式的 CSA 对个人对实施 CSA 的公司的态度和行为意向的影响的研究之一。本研究为如何有效吸引个人对 CSA 的好感态度和行为提供了实践意义。特别是,本研究揭示了行动方面对个人对企业 CSA 信息的态度的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The role of corporate social advocacy forms in shaping young adults’ responses
PurposeThis study aims to examine the role of different forms of corporate social advocacy (CSA) in shaping individuals’ attitudinal and behavioral intentions towards companies taking their public stand on controversial socio-political issues. With an online experiment as the research method, this study tests whether depicting nonpolitical or political behaviors in CSA messages increases individuals’ positive behavioral intentions.Design/methodology/approachThis study uses a single factor between subject online experiment. A total of 135 US young adults were recruited through a Qualtrics online panel. Three social media mockups were created to manipulate three levels of actions in CSA messages (no action, nonpolitical action and political action). Participants viewed one of those social media posts depicting presented actions to counter anti-LGBTQ + legislation in the USA and answered questions about values-driven motives behind CSA, brand preference and positive word-of-mouth (WOM) intention.FindingsParticipants displayed higher levels of brand preference when they viewed CSA messages depicting the company’s political action intended to repel anti-LGBTQ + legislation. Participants showed more positive WOM intentions towards the company when they perceived its political actions as more values-driven.Practical implicationsThe findings of this study offer practical insights to companies when designing CSA messages and strategies. The results of this study indicate that the presence of political actions in CSA communication increases individuals’ positive behaviors towards companies. The results also suggest that depicting altruistic motives behind CSA leads individuals to talk about companies more in positive ways.Originality/valueThis study is one of the early studies investigating the impact of various forms of CSA on individuals’ attitudinal and behavioral intentions to companies practicing CSA. This study provides practical implications on how to effectively appeal individuals’ favorable attitudes and behaviors towards CSA. In particular, this research presents the importance of action aspects in individuals’ attitudes toward corporations’ CSA messages.
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