Advertising has come out: Viewers’ perception of the portrayal of lesbian, gay, and transgender characters in advertising

Fried, Mariana; Opree, Suzanna J.

doi:10.1016/j.poetic.2023.101761

Cited by 4 publications

(1 citation statement)

References 30 publications

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“…Our choice of equal pay as the central issue of this experiment may further impact the results since we cannot exclude issue-dependent effects. Despite that, we do not expect the effect of call-to-action messages to vary as studies that have centered on different issues, such as the inclusion of transgender people, have previously concluded that CSA has shown to increase the willingness to engage with the company and its cause (Lim et al ., 2023) and that people who do not identify directly with the cause will still critically engage with the CSA message (Fried and Opree, 2023). Thus, we expect our findings about the impact of call-to-action messaging to stay consistent across different socio-political issues, which future research could investigate further.…”

Section: Implications Limitations and Future Researchmentioning

confidence: 99%

Corporate social advocacy and gender equality: how call-to-action messages influence corporate reputation

Marschlich,

Bernet

2024

CCIJ

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PurposeCorporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public. Companies use different CSA message strategies, including calling the public to support and act on the issue they advocate. Using reactance theory, the authors investigate the impact of CSA messages with a call to action on corporate reputation in the case of a company's gender equality initiative.Design/methodology/approachA one-factorial (CSA message with or without a call to action) between-subjects experiment was conducted by surveying 172 individuals living in Switzerland. The CSA messages were created in the context of gender equality.FindingsThe authors' study indicates that CSA messages with a call to action compared to those without overall harmed corporate reputation due to individuals' reactance, which is higher for CSA messages with a call to action, negatively affecting corporate reputation. The impact of the CSA message strategy with a call to action on corporate reputation remains significant after controlling for issue alignment and political leaning.Originality/valueCommunicating about socio-political issues, especially taking a stand, is a significant challenge for corporations in an increasingly polarized society and has often led to backlash, boycotts and damage to corporate reputation. This study shows that the possible adverse effects of advocating for socio-political issues can be related to reactance. It emphasizes that companies advocating for contested issues must be more cautious about the message strategy than the issue itself.

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Section: Implications Limitations and Future Researchmentioning

confidence: 99%