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Grounded in issue management literature and moral foundation theory, this chapter explores CSA practices led by senior leaders and Chief Executive Officers (CEOs). Analyzing five years of tweets from Fortune 500 companies, the findings reveal both the types of issues CEOs advocate for and how they express their moral values. Specifically, the longitudinal analysis shows that CSA communication led by CEOs is largely reactive, often prompted by sociopolitical events, with CEOs incorporating all five moral foundation values in their messaging at varying levels. This chapter provides a comprehensive analysis of social media-based leadership communication on CSA practices from 2017 to 2022, highlighting the issues prioritized and the moral strategies employed.

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Corporate Social Advocacy (CSA) and Leadership: The Role of CEO Communication in CSA

  • 章节

  • 发表日期：

    2026年

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  • Jiacheng Huang,
  • Yi Grace Ji

摘要

Grounded in issue management literature and moral foundation theory, this chapter explores CSA practices led by senior leaders and Chief Executive Officers (CEOs). Analyzing five years of tweets from Fortune 500 companies, the findings reveal both the types of issues CEOs advocate for and how they express their moral values. Specifically, the longitudinal analysis shows that CSA communication led by CEOs is largely reactive, often prompted by sociopolitical events, with CEOs incorporating all five moral foundation values in their messaging at varying levels. This chapter provides a comprehensive analysis of social media-based leadership communication on CSA practices from 2017 to 2022, highlighting the issues prioritized and the moral strategies employed.