科研成果详情

Though a nascent field, corporate political advocacy has gained increasing attention as practitioners and scholars seek to understand how companies perform their community citizenship while motivating consumers to engage in corporate political advocacy initiatives, particularly on social media. From the perspective of lifestyle politics theory, this study used a survey (N = 913) to explore the factors that are associated with two responses to corporate political advocacy––consumer digital engagement in response to corporate political advocacy (CDE-CPA) and political consumerism (i.e., buycotting and boycotting). The findings suggested different mechanisms for CDE-CPA and political consumerism. We found that weekday social media usage is positively associated with CDE-CPA but negatively associated with buycotting. Also, extraverted individuals prefer to engage in CDE-CPA activities but not political consumerism; and emotionally stable individuals tend to engage in buycotting and high-CDE activities to support corporate political advocacy.