Download Free Dei Brand Activism On Social Media Book in PDF and EPUB Free Download. You can read online Dei Brand Activism On Social Media and write the review.

While diversity, equity, and inclusion issues are a focus of brand activism and many firms' corporate social responsibility initiatives, the challenge is that these topics either 1) impact a relatively small group of individuals (i.e., limited in scope) or 2) are emotionally charged or polarizing in nature. This makes it difficult for firms to determine if and when it is appropriate to respond to DEI events on social media. We use surveys and Twitter data to provide clarity on the effectiveness of DEI-related tweets as a social media strategy. By comparing DEI tweets with COVID-19 and political tweets we find that audiences feel that DEI and COVID-19 topics are appropriate to talk about, but that DEI issues have a significantly lower scope relative to other topics. Still, engagement is relatively high when a brand explicitly responds to a major social event, suggesting that the downside risks of discussing DEI events in social media are limited. In addition, DEI tweets appear most effective when used sporadically as they are more sensitive to topic saturation. Although this research is relatively exploratory in nature but, our findings provide useful guidelines and insights DEI brand activism.
This book equips readers—both students and communication practitioners—with the theoretical understanding and practical skills they need to support nonprofit and for-profit organizations to create and assess their diversity, equity, inclusion (DEI), and social identity intersectionality goals. Through applied examples of the insider activist role that the communication function plays, the book helps future and current professional communicators navigate organizations toward authentic relationship-building with internal and external audiences. It teaches that embracing DEI includes acknowledging social identity intersectionalities—recognizing that people possess multiple social identity dimensions of age, culture, ethnicity/race, faith/spirituality, gender, physical/psychological ability, sexual orientation, social class, and more. In order to illuminate the theory discussed in the book, each chapter includes thought-provoking situation-opportunity sidebars, discussion questions for drilling deeper into the issues at hand, and case studies with applied lessons about DEI issues. This is an ideal text for advanced undergraduates and graduate courses in organizational communication, strategic communication, marketing communication, human resources, and public relations, as well as for communication practitioners working in these subdisciplines.
What happens when businesses and their customers don't share the same values? Or, for that matter, when employees of a company don't share the same values as their executives? Welcome to the world of Brand Activism. Companies no longer have a choice. Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society. Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world.
How is morality understood in the marketplace? Why do brands speak out about certain issues of injustice and not others? And what is influencer culture’s role in social and political activism? Big Brands Are Watching You​ investigates corporate culture, from the branding of companies and nations to television portrayals of big business and the workplace. Francesca Sobande analyzes media, interviews, survey responses, and ephemera from the history of advertising as well as exhibitions in London, brand stores in Amsterdam, a music festival in Las Vegas, and archives in Washington, DC, to illuminate the world of branding.
Frontmatter --Table of Contents --List of Figures and Tables --Acknowledgements --List of Abbreviations --Introduction --1. Models of Online-Related Activism --2. Methods for Investigating Online-Related, Large-Scale Campaigns on the Web --3. Water Commons --4. The Web of Water --5. Patterns of Online Communication during the Referendum Campaign --6. The Campaign for Water on Facebook --7. Reinterpreting the Data --List of the Interviews --References --Index
Named Strategy + Business best marketing book of 2011 A social media expert with global experience with many of the world's biggest brands -including Nike, Toyota and Motorola-Simon Mainwaring offers a visionary new practice in which brands leverage social media to earn consumer goodwill, loyalty and profit, while creating a third pillar of sustainable social change through conscious contributions from customer purchases. These innovative private sector partnerships answer perhaps the most pressing issue facing business and thought leaders today: how to practice capitalism in a way that satisfies the need for both profit and a healthy, sustainable planet. Mainwaring provides case studies from companies such as P&G, Walmart, Starbucks, Pepsi, Coca-Cola, Toyota, Nike, Whole Foods, Patagonia, and Nestlé as well as a bold plan for how corporations need to rethink their strategies.
Brands are facing heightened consumer pressure to address social issues via social media channels. However, the social media strategy that brands should employ during social activism is still unclear. We clarify the conditions under which brands' social media strategies (i.e., specific response or lack thereof) in the wake of social activism impact consumers' brand evaluations, as well as effective social media responses that brands can use to engage in social issues. Using a series of experiments conducted on various outcome variables (e.g., brand attitudes, purchase intent, word-of-mouth, and social media engagement), we find that brand relationship type (exchange, communal) affects how consumers react to brands' social media strategies during social activism. When brands' social media strategy is to not respond to social activism or to utilize a low empathy response, consumers evaluate communal brands less favorably than exchange brands. This difference in evaluations is attenuated when brands utilize a high empathy response on social media to engage in social activism conversations. We attribute these findings to differences in the extent to which social media strategies of communal versus exchange brands are perceived to comply with relationship norms during social activism. Our findings contribute to the literature on firms' social media strategies for engaging in social activism, brand relationships, and crisis communication. Our research can help practitioners develop appropriate social media strategies in the wake of social activism and assist social activists in gaining brand support for greater societal benefits.
Media Activism in the Digital Age captures an exciting moment in the evolution of media activism studies and offers an invaluable guide to this vibrant and evolving field of research. Victor Pickard and Guobin Yang have assembled essays by leading scholars and activists to provide case studies of feminist, technological, and political interventions during different historical periods and at local, national, and global levels. Looking at the underlying theories, histories, politics, ideologies, tactics, strategies, and aesthetics, the book takes an expansive view of media activism. It explores how varieties of activism are mediated through communication technologies, how activists deploy strategies for changing the structures of media systems, and how governments and corporations seek to police media activism. From memes to zines, hacktivism to artivism, this volume considers activist practices involving both older kinds of media and newer digital, social, and network-based forms. Media Activism in the Digital Age provides a useful cross-section of this growing field for both students and researchers.
Drawing on a range of theoretical and empirical perspectives, this volume examines the roles strategic communications play in creating social media messaging campaigns designed to engage in digital activism. As social activism and engagement continue to rise, individuals have an opportunity to use their agency as creators and consumers to explore issues of identity, diversity, justice, and action through digital activism. This edited volume situates activism and social justice historically and draws parallels to the work of activists in today’s social movements such as modern-day feminism, Black Lives Matter, #MeToo, Missing Murdered Indigenous Women, and We Are All Khaled Said. Each chapter adds an additional filter of nuance, building a complete account of mounting issues through social media movements and at the same time scaffolding the complicated nature of digital collective action. The book will be a useful supplement to courses in public relations, journalism, social media, sociology, political science, diversity, digital activism, and mass communication at both the undergraduate and graduate level.
Language, Identity, and Syrian Political Activism on Social Media is an empirical contemporary Arabic sociolinguistic investigation informed by theories and notions developed in the fields of Arabic linguistics, sociolinguistics, discourse analysis and linguistic anthropology. Building on the Bakhtinian concept of linguistic hybridity, this book conducts a longitudinal analysis of Syrian dissidents’ social media practices between 2009 and 2017. It shows how dissidents have used social media to emerge in the discourse about the Syrian conflict and how language has been used symbolically as a tool of social and political engagement in an increasingly complex sociopolitical context. This monograph is ideal for students, sociolinguists and researchers interested in Arabic language and identity.