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EMAC 2024 Annual


THE EFFECTS OF CORPORATE SOCIO-POLITICAL ADVOCACY ON CONSUMER CAUSE-RELATED ENGAGEMENT
(A2024-119884)

Published: May 28, 2024

AUTHORS

Nathalia Mello, Federal University of Rio Grande do Sul - UFRGS; Cristiane Pizzutti, Federal University of Rio Grande do Sul (UFRGS)

ABSTRACT

While consumers of different classes, ages, and political ideologies may act differently concerning companies that advocate for a polarized sociopolitical cause (i.e., Corporate Social Advocacy - CSA), little is known about whether this corporate positioning influences consumers’ thoughts and behaviors towards a social cause. This research aims to understand consumers’ cause-related engagement through moral authority perceptions after a CSA. In this paper we explored two antecedents of moral authority: authenticity and power to influence others. Study 1 indicates that company’s authenticity in a CSA communication leads consumers to engage with the cause through moral authority, thereby prompting consumers to engage in the LGBTQIA+ cause on emotional, cognitive, and behavioral levels. Additionally, findings from Study 2 provide evidence of mediating effects between authenticity and influence on consumer cause-related engagement, shedding light on the crucial role played by both authenticity and companies’ influence in exerting moral authority and providing clearer guidance to consumers regarding social issues.