Social Media for Socially Responsible Firms: Analysis of Fortune 500’s Twitter Profiles and their CSR/CSIR Ratings

The instrumental benefits of firm’s CSR activities are contingent upon the stakeholders’ awareness and favorable attribution. While social media creates an important momentum for firms to cultivate favorable awareness by establishing a powerful framework of stakeholder relationships, the opportunities are not distributed evenly for all firms. In this paper, we investigate the impact of CSR credentials on the effectiveness of social media as a stakeholder-relationship management platform. The analysis of Fortune 500 companies in the Twitter sphere reveals that a higher CSR rating is a strong indicator of an earlier adoption, a faster establishment of online presence (followers), a higher responsiveness to the firm’s identity (replies and mentions), and a stronger virality of the messages (retweets). Incidentally, the higher CSIR rating is also found to be associated with the stronger virality. Our findings also suggest that socially responsible firms can harvest proactive stakeholders’ participation (user-driven communication) without investing more resources (firm-driven communication). As the first study that conceptualizes the social media as a proponent of CSR, this paper contends that “being socially responsible” makes more practical sense for firms with the rise of social media.     

Anonymity in Computer-Mediated Communication: More Contrarian Ideas with Less Influence

Anonymity is thought to be an important means for ensuring a free exchange of ideas by encouraging the expression of minority viewpoints. However, we suggest that anonymity’s reduction in awareness of others potentially affects the expression and interpretation of comments that are made during a discussion. In particular, anonymity will increase the likelihood that comments will be made that are contrary to the majority opinion while at the same time decreasing the effect that those contrary arguments have on other group member’s opinions. This paper reports experimental results showing that anonymity led to more overall participation in discussions of ethical scenarios. However, equality of member participation did not differ between anonymous and member-identified groups, and anonymous groups had significantly higher awareness-related comments. This leads to the conclusion that additional participation in anonymous groups accommodates reduced awareness rather than reflecting the increased participation of normally reticent group members. In addition, anonymity led to more arguments in support of questionable behavior, suggesting that the freeing effects of anonymity apply to the social desirability of arguments. Finally, there was less change in opinion under conditions of anonymity than when comments were identified, suggesting that anonymous arguments have less influence on opinions than identified comments.     

Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type

This study examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in these platforms and, subsequently, evaluations of this advertising. Our survey (N = 1,346, aged 13 and older) maps social media users’ engagement experiences with Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram, Pinterest, and Snapchat and their experiences with and evaluations of advertising on these platforms. Our findings show that engagement is highly context specific; it comprises various types of experiences on each social media platform such that each is experienced in a unique way. Moreover, on each platform, a different set of experiences is related to advertising evaluations. It is further shown that engagement with social media advertising itself is key in explaining how social media engagement is related to advertising evaluations. The general conclusion is that there is no such thing as “social media.”     

Naming strategies as a tool for communication: application to movie titles

Abstract

Product naming is regarded as one of the most important communication decisions for firms to deliver information on their new products, particularly in the case of products with unobservable attributes, such as motion pictures, music, books, and games. Despite its importance, there has been little research on “how to name a product” as a communication decision. Hence, we propose a conceptual framework to describe naming decisions as two-stage strategic decisions. The first-stage decision involves “what kind of information to be communicated via product names,” which we call the “information choice” strategy. The second-stage decision is how to express this information through product names, which we call the “expression” strategy. We applied a two-level hierarchical Bayesian model to a data set consisting of opening weekend box-office sales, names, and release dates for 393 movies released in seven countries. Our empirical study provides useful findings on movie naming. First, the information choice for movie titles significantly impacts movies’ viewership. Second, the effects of “what to choose” depend on “how to express”. Third, significant interaction effects occur between information choice strategies and product characteristics, which implies that naming strategies depend on the product’s characteristics. One particularly noteworthy finding in this study is that although it is common sense to avoid negative wording in product names in most industries, negative content in movie titles positively impacts box-office sales.     

Armut: vom Elend eines Begriffs

Poverty is a frequent topic in the media and in politics, but the definition of poverty is not satisfactory. The European Commission’s poverty of risk concept ignores social and regional income discrepancies, assets are disregarded, and real poverty is not defined. Other definitions show that poverty is difficult to grasp in practice. There are also differing opinions on and definitions of poverty in the population. A lot of those people who were defined as at risk of poverty according to the EU concept are not poor in reality and not unsatisfied with their income. This lack of clarity has led to the proposal to replace the term “poverty” with “low income”. Future research should place greater weight on determining the causes of low incomes.     

Tweet this,not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets

Despite the popularity of social media in general and Twitter specifically, little empirical research exists to assist marketers in how to successfully connect with consumers in these environments. The purpose of this study was to identify the ways in which brands can connect with consumers through Twitter and to examine how the category of Tweet impacts brand engagement. Findings reveal that whereas celebrity Tweets may be successful at capturing attention and disseminating brand information, they have minimal impact on changing brand opinions. What influence celebrities do have may be best served with unfamiliar brands rather than familiar ones – results suggest that not unlike in traditional offline media, in social media celebrities may be influential in drawing attention to unfamiliar brands. Our results also suggest that companies with established familiar brands should be cautious about paying to seed their own Tweets using Twitter's ‘Promoted by’ option, particularly if the brand is one that consumers have a neutral opinion of, as this can lower consumers' opinion of the brand. Instead, these companies should encourage consumers to follow them on Twitter as this will enable the brand to interact directly with consumers.     

Locating experts using social media,based on social capital and expertise similarity

Information and communication technologies boost knowledge activities, both within and across organizations, and in online communities. Determining how to effectively search for and find experts via social media has become a critical issue. Although social capital is a key driver of knowledge contribution, we have not addressed the issue of how to locate experts based on their social capital. Systems designed to locate experts typically recommend such experts based on keywords, thus failing to consider any semantic similarity between their areas of expertise and the problem domain (a.k.a., “expertise similarity”). The system designed and developed in this study recommends experts based on both their social capital and expertise similarity. We measure the social capital of experts based on their consultant service relationships and their friendships. We conduct a field experiment to evaluate user satisfaction and the system’s knowledge-contribution predictive capability. The results show that the proposed system is of high quality and delivers excellent information. Hence, users expressed their intention to use this system. In addition, the positive effect of social capital on the knowledge contribution is verified from the perspective of user behavior.     

试论密尔的幸福观及其当代价值

幸福是人类行为的目的，而且是唯一的目的，其他事物之所以可欲，是因为它们能够促进幸福的实现。在密尔看来，幸福是一种“利益”，而且这种“利益”不是一种而是多种目标且是人们执着追求的多种不同的具体目标与具体欲望。在构建社会主义和谐社会的今天，探讨密尔的幸福观对我们具有巨大的现实意义。     

Consumer adoption of wireless services: Discovering the rules,while playing the game

This research aims to explain the adoption of mobile gaming based on a refined model of Rogers’ adoption theory, including context-specific factors and consumer traits. Overall, the empirical findings suggest that perceived risk plays a crucial role in the adoption process, followed by complexity and compatibility. Moreover, through cluster analysis we identified three consumers segments, termed “Value Seekers,” “Risk Avoiders,” and “Game Players.” Whereas perceived risk remains the most important factor for the Risk Avoiders, Value Seekers also are concerned about compatibility. Game Players emphasize navigation, communicability, and payment options.     

More than Just an Opinion: The Effect of Verbal Self‐Expression on Consumer Choice

In an ever‐widening range of occasions, consumers have the opportunity to comment and express their opinions on brands and products. However, little is known about how voicing opinions about the choice options before actually choosing might affect consumer choice, and specifically liking of choice. This paper proposes that pre‐choice opinion expression undermines the effect of post‐choice bolstering, because opinion sufficiently satisfies self‐expressive needs and therefore supersedes the use of subsequent choice as a self‐expressive resource. This proposition is based on the assumption that opinion can psychologically substitute for choice, because the two represent alternative routes to self‐expression. Two experiments provide empirical support for this hypothesis. Study 1 showed that after articulating their opinions about the choice options, participants were less likely to idealize their choices, and this effect was mediated by a change in the construal of choice as self‐expression. Study 2 further showed that this effect is moderated by public versus private occasions of opinion voicing and by individual differences in the value of expression. Together, findings support that opinion is enough to express the self, and if such an opportunity is made available prior to choosing, consumers’ liking of their choices is weakened.     

Where the twain shall meet? A study of best practices to resolve retailer–supplier acrimony in post-audit recovery of trade promotion dollars

Abstract

Deductions and claims to recover trade promotions incentives through post-audit of previous years’ transactions is a highly contentious but prevalent practice in the industry. Retailers, given their low margins of operations, are motivated to seek every opportunity to obtain extra incentives from suppliers to boost their profits. They often hire third-party post-auditors to scrub through all their transactions and “deal sheets” or supplier agreements to search for potential unclaimed trade promotion dollars promised by suppliers in prior years. Third party auditors have an incentive to also make dubious claims as they are compensated on contingency fees of a percent of claims recovered. Such practices lead to acrimony between retailers and suppliers. They often have differing viewpoints and opinions about the contextual terms of the trade promotion deals itself leading to an opinion “chasm” that is sometimes difficult to bridge. The resulting tension among retailers and suppliers, along with regulatory compliance under the Sarbanes–Oxley Act, and prevailing questions on the role and practices of post-auditors, motivated this study. Conducted over a 24-month period with extensive collaboration and research discussions between the study team and responsible managers from leading US retail and manufacturing companies. The distinctive mix of academic rigor and practitioner relevance was the hallmark of this study that involved three retail summits conducted with industry participants to discuss the research method and its resultant findings. Evidence suggests that transactional discrepancies will continue to happen, despite technological advances, because of large volume of transactions and multiplicity of complex trade promotion methods in vogue in the retail world. So, as long as there are claim opportunities, post-audit recovery practices will continue, confounding the darker side of the retailer–supplier relationship. Through a multi-stage and multi-level study, and data from a variety of sources, we identify best practices in post-audit recovery and suggest ways to reduce associated conflict and improve relationship satisfaction.     

Asymmetric Post-Announcement Drift to Good and Bad News: Evidence from Voluntary Trading Disclosures in the Chinese Stock Market

This article investigates the post-announcement drift (PAD) of stock returns in the Chinese stock market. We use a sample of voluntary trading disclosures to test the hypothesis that an asymmetric PAD exists in a market in which managers are more likely to suppress negative news. We show that a pattern of short-term momentum and long-term reversal in returns persists for up to 250 trading days following the announcement of trading statements in the Chinese stock market. This finding is stronger for positive announcements in terms of the magnitude and the variance of stock returns. Our findings are in line with both Shin’s theoretical predictions and the credibility hypothesis, in which disclosure and asset returns are jointly determined and the adoption of a “sanitisation strategy” in information disclosure generates more volatile returns for firms issuing good news. Further, we show that the latter effect is more pronounced for firms which are partially state-owned, suggesting that they potentially receive more government support, a finding which is in line with the hypothesis that the incentive to suppress negative information is related to a country’s legal/judicial system.     

Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad

Media multitasking is on the rise due to the adoption of new technologies such as smartphones and tablets. In this article, we study how visual attention affects the impact that media multitasking has on brand recognition. We theorize that media multitasking will have a different impact on brand recognition depending on whether consumers pay attention to the ad. We tested our hypothesis by creating a laboratory experiment that simulates consumers’ internet browsing experience. We exposed participants to two conditions – executing one task (no multitasking condition) and executing two simultaneous tasks (multitasking condition) – and identified when participants paid attention to the banner ad using an eye-tracking device. In line with our theory, our results indicate that multitasking decreases brand memory but only when participants do not pay attention to the banner ad. The implications of this finding for researchers and advertisers are discussed.     

Non-Discrimination in Human Resources Management as a Moral Obligation

The purpose of socially responsible investing (SRI) is to: (1) allow investors to reflect their personal values and ethics in their choices, and (2) encourage companies to improve their ethical, social, and environmental performance. In order to achieve these ends, the means SRI fund managers employ include the use of negative screening, or the exclusion of companies involved in “sinful” industries. We argue that there are problems with this methodology, both at a theoretical and at a practical level. As a consequence, current SRI offerings cannot accurately reflect the values and ethical beliefs they propose to represent. Moreover, the use of a?priori criteria is potentially misleading, as we show by discussing examples of glue and wine making. Applying this flawed approach SRI funds fail to influence the direction of the firms they deem most in need of re-directing. Rather than engaging in the simple a?priori assumption that some industries are “saints” while others are “sinners” (Freeman, 2007) we suggest a new framework upon which the SRI screening methodology could be grounded. Embracing the philosophical tradition of American pragmatism, we suggest that SRI methodology could be improved by engaging in an analysis based on (1) the actual impacts of the company’s products and services, (2) the company’s relationships with its specific, real stakeholders, and (3) the contingent environment (social, economic, political, legal, and cultural) in which the business operates.     

Argonauts and Icaruses: Social networks and dynamics of nascent international entrepreneurs

Drawing on Bourdieu’s theory of practice, we consider internationalization as a process of field crossing and apply this framework to nascent international entrepreneurs. The analysis of 37 interviews with French entrepreneurs, managers, and support providers in China allows identifying two types of international entrepreneurs: (1) “Fallen Icaruses”, unable to incorporate and exhibit a global habitus and who fall back to the home field, and (2) “Global Argonauts”, incorporating and exhibiting a global habitus and who proceed with internationalization. Our findings show that social networks can be hostile to newcomers and that incumbents in those networks first assess newcomers’ “compatibility”. We posit that the success of international initiatives by entrepreneurs depends on their ability to cross and fit into different “fields”, and to develop various forms of social relationships in those fields.     

“The Unbearable Lightness of Cleaning”: Representations of Domestic Practice and Products in Good Housekeeping Magazine (UK): 1951–2001

In this paper we begin to open the black box that constitutes the organisation of domestic cleaning and consumption in the latter half of the twentieth century. We focus specifically on change and continuity in the manner in which cleaning practices and cleaning products are represented in the UK woman's magazine Good Housekeeping, in the late modern period. After a discussion of the modern history of cleanliness, we proceed with a rationale for why this magazine was chosen for our analysis, followed by a summary of our methodology. We then argue that three phases of representation may be delineated in the time period we investigated. The first phase, which is apparent in the 1951 and 1961 issues, we have named “pride in domestic practice” and it covers a period when, what we call “the women's lobby”, speaks in a uniform voice about the tasks of the housewife and the purpose of domestic cleaning. The second phase, manifest in the 1971 and 1981 issues, is termed “domestic dreaming”, and it heralds a period when Good Housekeeping calls its readership to dream about the potentials of a transformed consumer culture. The third phase, which is evident in some respects in 1981, but which is more clearly present in 1991 and 2001, we have called “modern advising in a late modern world”. During this period, Good Housekeeping settles into a new role as a modern advisor of cleaning products and practices within the context of a world that poses significant complexities. Our discussion also focuses on how three values of cleanliness; that associated with germs, aesthetics and efficiency/ease are present in the magazine. Our analysis is contextualised in relation to the cultural silencing of cleanliness in this period and related to social and cultural changes associated with feminism and consumer culture.     

America's Most Admired Companies Social Media Industry Divide

While public relations and marketing research has analyzed how companies are using individual social media channels, minimal research has explored an organization's social media presence across several channels or identified differences among industries. Using theoretical guidelines for best practices, this study does both by analyzing the complete list of Fortune's “America's Most Admired Companies” (N = 417) on Facebook, Twitter, and YouTube. Results found there were differences across industries regarding their adoption and integration of best practices into their social media accounts. A list of 20 gold standard companies is provided.     

Social media marketing: Who is watching the watchers?

The ready access to and availability of social media has opened up a wealth of data that marketers are leveraging for strategic insight and digital marketing. Yet there is a lack of professional norms regarding the use of social media in marketing and a gap in understanding consumers’ comfort with marketers’ use of their social media data. This study analyzes a census-balanced sample of online adults (n = 751) to identify consumers’ perceptions of using social media data for marketing purposes. The research finds that consumers’ perceived risks and benefits of using social media have a relationship with their comfort with marketers using their publicly available social media data. The research extends the applicability of communication privacy management theory to social media and introduces marketing comfort—a new construct of high importance for future marketing research. Marketing comfort refers to an individual's comfort with the use of information posted publicly on social media for targeted advertising, customer relations, and opinion mining. In the context of the construct development, we find that targeted advertising is the strongest contributing component to marketing comfort, relative to the other two dimensions: opinion mining and customer relations. By understanding what drives consumer comfort with this emerging marketing practice, the research proposes strategies for marketers that can support and mitigate consumers’ concerns so that consumers can maintain trust in marketers’ digital practices.