The Effects of User Comments on Corporate Social Advocacy Campaigns: The Mediating Role of Perceived Public Opinion and Corporate Social Advocacy (CSA) Motives

Abstract: This study investigates the impact of user-generated comments about a corporate social advocacy (CSA) campaign on public evaluations, focusing on attitudes toward the campaign, the company, and the intention to engage in supportive behaviors. We conducted a 2 (type of CSA campaign: traditional vs. participatory) × 2 (valence of user comments: positive vs. negative) between-subjects online experiment. Positive comments enhance perceived public opinion distribution and value-driven motives, leading to more favorable attitudinal and behavioral outcomes. Conversely, negative comments increase skepticism and perceived self-serving motives, decreasing favorable attitudes and supportive behavior intentions. The CSA communication strategy highlighting public participation was ineffective in enhancing attitudes toward the CSA campaign. This study extends the understanding of CSA communication and offers practical insights for effectively leveraging social media to advocate sociopolitical causes.