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Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.02 MB | Adobe PDF |
Autores
Resumo(s)
Brands have addressed several causes to create awareness and build reputation. Over the years, the
consumer has changed from being value-driven to purpose-driven. This makes brands think about
what the best causes they should align. Brands create Corporate Social Responsibility (CSR) campaigns
to show this alignment. This type of campaign arises from bridging the corporate environment with
social responsibility. Bridging these two creates benefits for a citizen but also for enterprises. It enables
an enterprise to achieve financial growth and enhance its branding. However, not always consumers
agree with these campaigns. This study examinesthe effects of CSR marketing campaigns that became
entangled in an Online Firestorm to understand the impact of these campaigns. Data from two sources
were used: Twitter and stock market data. Results show that organizations could obtain financial gains
even in the presence of a backlash. Additionally, results demonstrated that an Online Firestorm lasts
three to six days. Results also showed a positive correlation between online sentiment in social media
and stock market prices. This study's findings were relevant for academia and organizations, as they
show that even campaigns involved in online firestorms were not necessarily bad for brands and
organizations.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
Palavras-chave
Data Analysis Corporate Social Responsibility Financial Markets Cause-Related Marketing Backlash Online Firestorm SDG 4 - Quality education