Impact of global brand chief marketing officers’ corporate social responsibility and sociopolitical activism communication on twitter
dc.contributor.author | Şabahat, Peren Özturan | |
dc.contributor.author | Grinstein, A. | |
dc.date.accessioned | 2023-09-12T07:07:19Z | |
dc.date.available | 2023-09-12T07:07:19Z | |
dc.date.issued | 2022-09 | |
dc.identifier.issn | 1069-031X | en_US |
dc.identifier.uri | http://hdl.handle.net/10679/8793 | |
dc.identifier.uri | https://journals.sagepub.com/doi/full/10.1177/1069031X221104077 | |
dc.description.abstract | 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. | en_US |
dc.description.sponsorship | Marketing Science Institute | |
dc.language.iso | eng | en_US |
dc.publisher | Sage | en_US |
dc.relation.ispartof | Journal of International Marketing | |
dc.rights | restrictedAccess | |
dc.title | Impact of global brand chief marketing officers’ corporate social responsibility and sociopolitical activism communication on twitter | en_US |
dc.type | Article | en_US |
dc.peerreviewed | yes | en_US |
dc.publicationstatus | Published | en_US |
dc.contributor.department | Özyeğin University | |
dc.contributor.authorID | (ORCID 0000-0002-3633-6361 & YÖK ID 315012) Özturan, Peren | |
dc.contributor.ozuauthor | Şabahat, Peren Özturan | |
dc.identifier.volume | 30 | en_US |
dc.identifier.issue | 3 | en_US |
dc.identifier.startpage | 72 | en_US |
dc.identifier.endpage | 82 | en_US |
dc.identifier.wos | WOS:000809009600001 | |
dc.identifier.doi | 10.1177/1069031X221104077 | en_US |
dc.subject.keywords | CMO | en_US |
dc.subject.keywords | Corporate social responsibility | en_US |
dc.subject.keywords | CSR | en_US |
dc.subject.keywords | Global brands | en_US |
dc.subject.keywords | Social media | en_US |
dc.subject.keywords | Sociopolitical activism | en_US |
dc.identifier.scopus | SCOPUS:2-s2.0-85131300734 | |
dc.relation.publicationcategory | Article - International Refereed Journal - Institutional Academic Staff |
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