Abstract
ABSTRACT Marketers’ use of advocacy advertising has become more noticeable. This may be attributed to a rise in corporate social responsibility as well as a growing millennial cohort demanding ethical business and marketing practices. This study applies established research on issue involvement, attitude towards the brand, and persuasion to advocacy advertising and extends it with the goal of understanding message agreement’s influence on millennials’ brand response and behavioral intention. This is done through a two-condition between-subjects experiment of 288 millennials. The analysis reveals that message agreement mediates the effects of high issue involvement on attitude towards the brand, attitude towards the ad, and intention to support the behavior advocated in the advocacy advertisement. Furthermore, message agreement is an important determinant of attitude towards the brand and attitude towards the ad.
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