Impact of global brand chief marketing officers’ corporate social responsibility and sociopolitical activism communication on twitter

Name: Impact of global brand chief marketing officers’ corporate social responsibility and sociopolitical activism communication on twitter
Author: Şabahat, Peren Özturan, Grinstein, A.

İsim	Impact of global brand chief marketing officers’ corporate social responsibility and sociopolitical activism communication on twitter
Yazar	Şabahat, Peren Özturan, Grinstein, A.
Basım Tarihi:	2022-09
Basım Yeri	- Sage
Konu	CMO, Corporate social responsibility, CSR, Global brands, Social media, Sociopolitical activism
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1069-031X
Kayıt Numarası	a8e037a0-9c45-4a0d-b617-7f307cb2b2b2
Lokasyon	Business Administration
Tarih	2022-09
Notlar	Marketing Science Institute
Örnek Metin	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

Kaynağa git Özyeğin Üniversitesi

Aramaya Dön

Özyeğin Üniversitesi

Kaynağa git

Impact of global brand chief marketing officers’ corporate social responsibility and sociopolitical activism communication on twitter

Yazar Şabahat, Peren Özturan, Grinstein, A.

Basım Tarihi 2022-09

Basım Yeri - Sage

Konu CMO, Corporate social responsibility, CSR, Global brands, Social media, Sociopolitical activism

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1069-031X

Kayıt Numarası a8e037a0-9c45-4a0d-b617-7f307cb2b2b2

Lokasyon Business Administration

Tarih 2022-09

Notlar Marketing Science Institute

Örnek Metin 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