Saying the Right Things to the Right Audience: The Influence of Message Strategy and Consumer Demographics on Reactions to Corporate Social Advocacy (CSA) Communications
Journal of Business Communication
Published online on May 13, 2025
Abstract
International Journal of Business Communication, Ahead of Print.
Despite a growing number of studies in corporate social advocacy (CSA), little is known about the role of demographic and message factors in shaping consumer reactions toward corporate initiatives. Through a 2 (gender: male vs. female) × 3 (age group: 18–...
Despite a growing number of studies in corporate social advocacy (CSA), little is known about the role of demographic and message factors in shaping consumer reactions toward corporate initiatives. Through a 2 (gender: male vs. female) × 3 (age group: 18–...