This experimental study examined to what extent varying authorship of a Corporate Social Advocacy (CSA) opinion piece about the Black Lives Matter movement, and the type of piece, impacted perceived audience credibility of the piece, and the corporate author and affected perceptions of corporate motivations. Results indicated that whether the opinion piece appeared to be written by a corporation, a non-profit organization, a journalist, or a combination of these authors, there was no impact on perceived credibility or the motivations of the corporation.

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Corporate Social Advocacy and the News

  • Kirsten Johnson,
  • Burton St. John III

摘要

This experimental study examined to what extent varying authorship of a Corporate Social Advocacy (CSA) opinion piece about the Black Lives Matter movement, and the type of piece, impacted perceived audience credibility of the piece, and the corporate author and affected perceptions of corporate motivations. Results indicated that whether the opinion piece appeared to be written by a corporation, a non-profit organization, a journalist, or a combination of these authors, there was no impact on perceived credibility or the motivations of the corporation.