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Exploring the empowering and paradoxical relationship between social media and CSR activism

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  • Boyd, D. Eric
  • McGarry, Benjamin Michael
  • Clarke, Theresa B.

Abstract

This research explores the extent to which social media empowers consumers’ CSR activism. Analysis of in-depth interviews with consumers reveals that they experience both high and low empowerment from a behavioral, affective, and cognitive perspective. The study also revealed the presence of two paradoxes that influence the level of empowerment. The first is a social judgment paradox whereby a consumer experiences being both social judge and socially judged. The second paradox is an efficiency/inefficiency paradox reflecting the impact of social media on the time and effort required for performing CSR activism. The research findings extend and counter current theoretical thinking and managerial practice related to CSR activism in social media and they provide the basis for a typology of CSR activists in social media that provides directions for future research.

Suggested Citation

  • Boyd, D. Eric & McGarry, Benjamin Michael & Clarke, Theresa B., 2016. "Exploring the empowering and paradoxical relationship between social media and CSR activism," Journal of Business Research, Elsevier, vol. 69(8), pages 2739-2746.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:8:p:2739-2746
    DOI: 10.1016/j.jbusres.2015.11.009
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    2. Ryan, Camille D. & Schaul, Andrew J. & Butner, Ryan & Swarthout, John T., 2020. "Monetizing disinformation in the attention economy: The case of genetically modified organisms (GMOs)," European Management Journal, Elsevier, vol. 38(1), pages 7-18.
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    7. François Maon & Valérie Swaen & Kenneth de Roeck, 2021. "Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspective," Post-Print hal-03275858, HAL.
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    9. Jingjing Li & Nicole Montgomery & Reza Mousavi, 2022. "How a Brand's Social Activism Impacts Consumers' Brand Evaluations: The Role of Brand Relationship Norms," Papers 2210.10832, arXiv.org, revised Sep 2023.
    10. Lim, Weng Marc & O'Connor, Peter & Nair, Sumesh & Soleimani, Samaneh & Rasul, Tareq, 2023. "A foundational theory of ethical decision-making: The case of marketing professionals," Journal of Business Research, Elsevier, vol. 158(C).
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