Author
Şabahat, Peren Özturan, Grinstein, A.
Publication Date
2022-09
Publication Place
-
Sage
Subject
CMO, Corporate social responsibility, CSR, Global brands, Social media, Sociopolitical activism
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
1069-031X
Record ID
a8e037a0-9c45-4a0d-b617-7f307cb2b2b2
Library Location
Business Administration
Date
2022-09
Notes
Marketing Science Institute
Sample Text
Chief marketing officers (CMOs) engage with their stakeholders on social media platforms to create a digital impact. CMO communication on societal issues is understudied despite heightened global attention to brands’ social practices. This poses three research questions: (1) How central is corporate social responsibility (CSR) and sociopolitical activism in the communication of global brands’ CMOs?, (2) Does CMOs’ communication about CSR or sociopolitical activism have a digital impact?, and (3) How do brand origin (i.e., geographic location of headquarters) and CMO nationality (U.S. vs. non-U.S.) moderate the CSR/sociopolitical activism–digital communication impact? Drawing on expectancy violation theory, this research (Ntweets = 17,468 over NCMOs = 81) finds that CMOs rarely publish CSR or sociopolitical activism communication on Twitter (5.3% and 3.2%) and demonstrates a higher digital impact of retweets for CSR and a lower impact for sociopolitical activism tweets than regular communication. Furthermore, non-U.S. headquarters and CMO nationality strengthen the positive effect of CSR communication and weaken the negative effect of sociopolitical activism communication.
DOI
10.1177/1069031X221104077
Cilt
30
