Signaling, Verification and Identification: How Corporate Social Advocacy Generates Brand Loyalty on Social Media?

Friday, 26 November 2021, 12:30 p.m. to 2:00 p.m. at CVA 1022 and on Zoom.

Unlike previous corporate social responsibility (CSR) practices, current corporate social advocacy (CSA) activities represent corporations’ definitive stance on controversial sociopolitical issues, such as same-sex marriage. In this talk, Park will examine the way CSA generates brand loyalty. She will introduce two studies focusing on different mediators (i.e., social media community engagement, CSR scepticism) on the relationship between CSA and brand loyalty. Based on signalling theory and social identity theory, theoretical implications of the studies will be discussed.

KEONYOUNG PARK is Assistant Professor in Public Relations in the Department of Communication Studies at Hong Kong Baptist University. A former news reporter, through her research, Park has explored diverse topics under the umbrella of corporate communications and advocacy communications in the era of new media. Park is particularly interested in corporate social responsibility (CSR), corporate social advocacy (CSA), CSR crisis, technology application in activism, and social media advocacy ethics. Her research triangulates interdisciplinary theories from public relations, social psychology, and business management. Park’s work has been published in several journals such as International Journal of Business Communication, Journal of Marketing Communications, Social Media and Society, and Journal of Korean Society for Journalism & Communication Studies. She received four top paper awards at the annual conferences of the International Communication Association (ICA), the Association for Education in Journalism and Mass Communication (AEJMC), and at the International Public Relations Research Conference (IPRRC).

  • If you would like to join the talk in person please RSVP to Eve Cheung at
  • If you are not a staff member or student of HKBU, please register  in advance to gain access to the campus. Write to by Monday, 22 November 2021.

Organized by Centre for Media and Communication Research, School of Communication and Film