Bostdorff, D. M., & Vibbert, S. L. (1994). Values advocacy: Enhancing organizational images, deflecting public criticism, and grounding future arguments. Public Relations
Review. 20. 141-158. 10.1016/0363-8111(94)90055-8. In this academic article,
Bostdorff and Vibbert seek to prove that organizations use values advocacy to promote their image, direct attention away from criticisms of the organization, and to create a relationship between the brand and human values that can later be used to market the company. The authors do this by using rhetorical strategies and proving their claims with famous communication examples such as the Clinton campaign, National Rifle Association, and the 1970’s oil embargo. The authors maintain that during …show more content…
doi:10.5325/jinfopoli.2.2012.0001. This paper seeks to determine whether or not the use of social media by advocacy groups within the United States political sphere has any effect on civic engagement and collective action. The authors explore both the pros and cons of social media, saying it helps reach many people, but may not actually accomplish anything in terms of collective action and civic engagement. Using qualitative and quantitative data from 169 representatives from 53 advocacy groups, the researchers determined that almost all advocacy groups surveyed considered social media to be a useful tool in engaging citizens and motivating collective action. The participants were asked to rank five social media platforms based on their effectiveness in generating positive and active outcomes. Facebook was deemed the most effective by the research participants, noting how feedback loops, increased speed, and cost-effectiveness positively influence their advocacy group’s ability to connect and …show more content…
doi:10.1080/00909880600771627. The purpose of this study is to find out how values advocacy messages influence the jury’s behavior to expand the research about values advocacy from solely marketing and purchasing decisions. Using a focus group of demographically targeted women, the researchers first used an anonymous questionnaire, followed by a written response and finally a moderated focus group to gain insight into how the participants viewed advertisements linking Philip Morris with philanthropic activities. Most participants in the study were affected by the values advocacy messages towards the Philip Morris brand but had difficulty connecting the charitable work, other well know companies, and the cigarette company together. This proved that in jury situations, values advocacy does have a similar effect as it does in the marketplace, supporting their original theory. Values advocacy, in situations such as this, allow companies to foster a relationship between their brand and their target audience based on mutual support for a value or cause, without creating the need for any action from the target
Review. 20. 141-158. 10.1016/0363-8111(94)90055-8. In this academic article,
Bostdorff and Vibbert seek to prove that organizations use values advocacy to promote their image, direct attention away from criticisms of the organization, and to create a relationship between the brand and human values that can later be used to market the company. The authors do this by using rhetorical strategies and proving their claims with famous communication examples such as the Clinton campaign, National Rifle Association, and the 1970’s oil embargo. The authors maintain that during …show more content…
doi:10.5325/jinfopoli.2.2012.0001. This paper seeks to determine whether or not the use of social media by advocacy groups within the United States political sphere has any effect on civic engagement and collective action. The authors explore both the pros and cons of social media, saying it helps reach many people, but may not actually accomplish anything in terms of collective action and civic engagement. Using qualitative and quantitative data from 169 representatives from 53 advocacy groups, the researchers determined that almost all advocacy groups surveyed considered social media to be a useful tool in engaging citizens and motivating collective action. The participants were asked to rank five social media platforms based on their effectiveness in generating positive and active outcomes. Facebook was deemed the most effective by the research participants, noting how feedback loops, increased speed, and cost-effectiveness positively influence their advocacy group’s ability to connect and …show more content…
doi:10.1080/00909880600771627. The purpose of this study is to find out how values advocacy messages influence the jury’s behavior to expand the research about values advocacy from solely marketing and purchasing decisions. Using a focus group of demographically targeted women, the researchers first used an anonymous questionnaire, followed by a written response and finally a moderated focus group to gain insight into how the participants viewed advertisements linking Philip Morris with philanthropic activities. Most participants in the study were affected by the values advocacy messages towards the Philip Morris brand but had difficulty connecting the charitable work, other well know companies, and the cigarette company together. This proved that in jury situations, values advocacy does have a similar effect as it does in the marketplace, supporting their original theory. Values advocacy, in situations such as this, allow companies to foster a relationship between their brand and their target audience based on mutual support for a value or cause, without creating the need for any action from the target