Testing the Viability of Corporate Social Advocacy as a Predictor of Purchase Intention

The goal of this study is to explore the emergent concept of corporate social advocacy (CSA) as a predictor of consumer purchase intention. CSA has been conceptualized as a public relations function, and as such, the goal of this study is to determine whether it serves as a measurable and viable indicator of bottom-line financial outcomes for organizations' public relations efforts. Using an experimental survey design, this study finds that CSA does have a significant impact on consumer purchase intention for the social-political issue of same-sex marriage. Results indicate that future research should continue to explore this area of corporate communication.