Digital Activism on Social Media: The Role of Brand Ambassadors and Corporate Reputation Management

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dc.contributor.authorMarx, Julian
dc.contributor.authorBrünker, Felix
dc.contributor.authorMirbabaie, Milad
dc.contributor.authorStieglitz, Stefan
dc.date.accessioned2023-12-26T18:52:59Z
dc.date.available2023-12-26T18:52:59Z
dc.date.issued2024-01-03
dc.identifier.doi10.24251/HICSS.2024.864
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.otherc0fe6d4e-6bdd-4bab-8cca-cebe30bfb337
dc.identifier.urihttps://hdl.handle.net/10125/107250
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectThe Bright and Dark Side of Social Media in the Marginalized Contexts
dc.subjectbrand ambassadors
dc.subjectdigital activism
dc.subjectreputation management
dc.subjectsocial media
dc.titleDigital Activism on Social Media: The Role of Brand Ambassadors and Corporate Reputation Management
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractSocial media constitute an important arena for public debates and steady interchange of issues relevant to society. To boost their reputation, commercial organizations also engage in political, social, or environmental debates on social media. To engage in this type of digital activism, organizations increasingly utilize the social media profiles of executive employees and other brand ambassadors. However, the relationship between brand ambassadors’ digital activism and corporate reputation is only vaguely understood. The results of a qualitative inquiry suggest that digital activism via brand ambassadors can be risky (e.g., creating additional surface for firestorms, financial loss) and rewarding (e.g., emitting authenticity, employing ‘megaphones’ for industry change) at the same time. The paper informs both scholarship and practitioners about strategic trade-offs that need to be considered when employing brand ambassadors for digital activism.
dcterms.extent10 pages
prism.startingpage7205

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The Bright and Dark Side of Social Media in the Marginalized Contexts