A New Concept in Public Relations: A Systematic Review on "Corporate Social Advocacy"

Year 2025, Volume: 20 Issue: 1, 125 - 142

Beris Artan Özoran , Aycan Ulusan

https://doi.org/10.17550/akademikincelemeler.1572147

Abstract

The increasing public demand for brands to contribute to the creation of a ‘more livable world’ has played a critical role in shaping the transformation of corporate strategies centered around corporate social advocacy. This shift has also necessitated further academic inquiry into the subject. In this context, this study aims to offer both a conceptual evaluation of corporate social advocacy and a systematic review of academic research conducted in this field. The findings suggest that corporate social advocacy is gaining substantial prominence in both corporate and academic contexts. However, the review also identifies notable methodological gaps within the existing body of literature. Furthermore, an important observation is that the majority of studies focus predominantly on U.S. corporations and societal issues, leading to a body of literature that is largely constrained to the U.S. context.

Keywords

Corporate Social Advocacy, Public Relations, Systematic Review, Corporate Social Responsibility

Halkla İlişkilerde Yeni Bir Kavram: “Kurumsal Sosyal Sosyal Savunuculuk” Üzerine Sistematik Derleme

Abstract

Görece yeni bir kavram olan kurumsal sosyal savunuculuk bireylerin markalara yönelik dönüşen beklentileriyle birlikte önemli bir araştırma ve tartışma alanı yaratmıştır. Toplumun ‘daha yaşanılabilir bir dünya’ için markalardan beklentileri, hem şirketlerin kurumsal sosyal savunuculuk eksenli dönüşümünde belirleyici bir rol üstlenmiş hem de alana yönelik akademik araştırmaları zorunlu hale getirmiştir. Buradan hareketle bu çalışma, bir yandan kurumsal sosyal savunuculuğa ilişkin kavramsal bir değerlendirme ortaya koymayı amaçlarken; diğer yandan akademik alana yönelik araştırmalar üzerine gerçekleştirilen sistematik analiz yoluyla hem akademisyenler hem de şirketlere konuya yönelik bir çerçeve sunmayı hedeflemektedir. Bu amaçla yapılan analiz sonucunda kurumsal sosyal savunuculuğun giderek hem kurumsal yapılar hem de akademik çalışmalar bağlamında önem kazandığı görülmekle beraber, akademik alanda konuya yönelik gerçekleştirilen araştırmalarda yöntemsel eksiklikler tespit edilmiştir. Çalışmanın bir diğer önemli bulgusu, araştırmaların büyük oranda ABD toplumu ve şirketleri üzerine gerçekleştirilmesi dolayısıyla alanın ABD’ye ilişkin literatürle sınırlı kalmış olmasıdır

Keywords

Kurumsal sosyal savunuculuk, Halkla ilişkiler, Sistematik derleme, Kurumsal sosyal sorumluluk

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