For Whom Does CSA Matter? A Transnational Study Profiling Citizen CSA Expectations in Australia, Belgium, China, and the U.S

Bingbing Zhang; Anli Xiao; Luke Capizzo; Yu Chen; Fritz Cropp

doi:10.1080/10496491.2025.2513325

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For Whom Does CSA Matter? A Transnational Study Profiling Citizen CSA Expectations in Australia, Belgium, China, and the U.S

Journal article

Peer reviewed

For Whom Does CSA Matter? A Transnational Study Profiling Citizen CSA Expectations in Australia, Belgium, China, and the U.S

Bingbing Zhang, Anli Xiao, Luke Capizzo, Yu Chen and Fritz Cropp

Journal of promotion management, Vol.31(5), pp.743-770

07/04/2025

DOI: 10.1080/10496491.2025.2513325

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Abstract

Public segmentation has been shown to help corporations respond more effectively to customer needs and expectations. However, limited research has explored segmenting the public based on their role expectations of corporate social advocacy (CSA) engagement in transnational contexts, even though corporations increasingly face these expectations in practice. This study is one of early attempts to segment customers’ expectations of CSA engagement across the U.S., Belgium, China, and Australia using latent profile analysis. The analysis identified three distinct groups with differing expectations for corporate involvement in CSA: the insular, pragmatic, and altruistic groups. These groups vary in political ideology, perceived importance and awareness of CSA, and expected motivations for corporate CSA engagement (value-driven, stakeholder-driven, strategic-driven, and egoistic-driven) across the four countries. This study offers theoretical contributions to CSA public segmentation and practical insights to help corporations better understand customer expectations for CSA engagement.

corporate social advocacy

global CSA

latent profile analysis

public segmentation

transnational studies

Details

Title: Subtitle: For Whom Does CSA Matter? A Transnational Study Profiling Citizen CSA Expectations in Australia, Belgium, China, and the U.S
Creators: Bingbing Zhang - University of Iowa
Anli Xiao - University of South Carolina
Luke Capizzo - Michigan State University
Yu Chen - University of South Carolina
Fritz Cropp - University of Missouri
Resource Type: Journal article
Publication Details: Journal of promotion management, Vol.31(5), pp.743-770
DOI: 10.1080/10496491.2025.2513325
ISSN: 1049-6491
eISSN: 1540-7594
Publisher: Taylor & Francis
Language: English
Electronic publication date: 2025
Date published: 07/04/2025
Academic Unit: Center for Social Science Innovation; School of Journalism and Mass Communication
Record Identifier: 9984829021802771

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