| Chapter 1: | Introduction |
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of marketplace advocacy influence. Using survey data from an actual coal industry marketplace advocacy campaign and structural equation modeling, this book evaluates the ways in which marketplace advocacy campaigns work to generate approval and public support for the sponsoring industry. To begin, this research examines the relationship between campaign awareness and perceptions of trust in the advocated industry, as well as the relationship between trust and overall attitudes toward the sponsoring industry. Additionally, this investigation examines whether the issues promulgated by the industry campaign were salient with the general public, a process known as agenda building, and whether an agenda-building influence among the public was subsequently related to more favorable attitudes toward the industry. In other words, do perceptions of trust in the industry and a campaign agenda-building influence mediate approval for the industry (figure 1.1)?
In chapter 2, brief overviews of several other campaign examples are introduced to provide context for the remainder of the book, including those of the American Plastics Council (“Plastics Make it Possible?sm”), the American Petroleum Institute (“Energy Tomorrow”), the American Coalition for Clean Coal Electricity (“America’s Power”), Dow Chemical Company (“The Human Element”), Chevron Corporation (“Real Issues” and “Human Energy”), the Texas Alliance of Energy Producers (“Foundation for Energy Education”), and the Marcellus Shale Coalition (“Energy to Fuel Our Future”). Chapter 3 focuses on identifying and defining
Figure 1.1. Hypothesized theoretical model of marketplace advocacy influence.
