..., companies need to develop appropriate messaging strategies to increase the effectiveness of their femvertising communications. Design/methodology/approach A between-subjects 3 × 1 online experiment was conducted to examine the influence of different messaging strategies (symbolic, philanthropic...

...Sarah Marschlich; Laura Bernet Purpose Corporations 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...