Measuring consumer digital engagement and political consumerism as outcomes of corporate political advocacy

Abstract

Given the need for more research into consumer digital engagement in response to corporate political advocacy (CPA) within the public relations body of knowledge, this study examines CPA in the scholarly literature on business ethics and public relations. To advance the understanding of CPA, particularly how to measure behavioral outcomes of CPA, we develop and validate an original scale with four dimensions from two domains. The first domain of CPA outcomes is consumer digital engagement (CDE-CPA), which considers a variety of sociopolitical activities on social media and degrees of behavioral effort required for these activities. The second is political consumerism, which measures consumer political preference expression through purchasing behavior including buycotting and boycotting. Theoretical and practical implications of the research are discussed.