Corporate Social Advocacy (CSA) and Social Network: Understanding CSA through Intergroup Dynamics and Social Networks

CSA is a company’s practices of value proposition and signaling to its publics. The chapter explores how intergroup dynamics play a crucial role in shaping the publics’ perception and reactions to CSA, particularly in the lens of intergroup competition and identity validation. Additionally, it dives deeper into how social network, both conceptually and methodologically, further unpacks how relationships and intergroup dynamics can be examined and studied in CSA. Ideas for future avenues and research related to CSA are discussed, particularly in the nexus of network and intergroup dynamics, as well as in areas related to companies’ multi-issue engagement.