Measuring Gen Z Attitudes toward Corporate Social Advocacy in Advertising: #CommitToChange Campaign

Abstract: This study explores how advertising agencies’ corporate social advocacy (CSA) efforts impact emerging professionals’ expectations when transitioning into entry-level careers. It surveyed 373 undergraduate advertising, public relations, media, and journalism students (i.e., emerging professionals) at a large southeastern university. The research focuses on symmetrical internal communication practices in agencies moderated by leadership authenticity to foster positive employee-organization relationships (EOR). Findings suggest that emerging professionals anticipating organizations to promote positive EORs tend to show higher expected work engagement. However, this engagement hinges on emerging entry-level employees’ perception of authentic leadership communication. The study underscores the pivotal role of authentic leadership communication in shaping expectations and work engagement among emerging professionals in advertising agencies. This research contributes a unique perspective on advertising’s broader societal implications, particularly in understanding how CSA efforts resonate with emerging professionals who are considering the underrepresentation of Black leadership. By emphasizing the significance of authentic leadership and communication practices, the study enriches the scholarly dialogue on organizational behavior and societal dynamics within the advertising domain.