Corporate social advocacy in a divided world: communication mechanisms shaping consumer and employee outcomes

Project no.: S-MIP-25-80

Project funding: Research Council of Lithuania, Researcher Groups projects

Project description:

This research project aims to explore how communication mechanisms of corporate social advocacy (CSA), particularly communication focus (symbolic versus action-oriented), message framing (morality-driven vs. business-driven), source (brand versus CEO), and issue polarization (low vs. high), influence stakeholder outcomes. Integrating theories from marketing, communication, and organizational behavior, the project will develop and test a conceptual model of stakeholder responses across two cultural contexts: Lithuania and the United States. The project will begin with a systematic literature review, followed by the compilation of archival digital trace data such as Google Trends and social media activity to analyze real-world engagement with CSA campaigns. Experimental studies will then be conducted with consumer and employee samples to test the conceptual model, employing statistical models and cross-cultural comparisons. The findings will enhance understanding of psychological and communicative mechanisms that shape attitudes and behaviors toward CSA. The project’s outcomes will contribute to theoretical advancement and offer practical guidance for organizations engaging with social and political issues in an increasingly polarized world.

Principal investigator: Dominyka Venciūtė

Project research team: April Cen Yue, Marius Kušlys, Eimantė Survilaitė, Dovilė Barauskaitė

Project duration: 2025 11 13 – 2028 11 12

Project coordinator: ISM University of Management and Economics