TY  - CONF
A1  - Marx, Julian
A1  - Brünker, Felix
A1  - Mirbabaie, Milad
A1  - Stieglitz, Stefan
A2  - Bui, Tung X.
T1  - Digital activism on social media
T2  - Proceedings of the 57th Annual Hawaii International Conference on System Sciences
N2  - Social 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.
KW  - the bright and dark side of social media in the marginalized contexts
KW  - brand ambassadors
KW  - digital activism
KW  - reputation management
KW  - social media
Y1  - 2024
UR  - https://publishup.uni-potsdam.de/frontdoor/index/index/docId/64653
UR  - https://hdl.handle.net/10125/107250
SN  - 978-0-99813-317-1
SP  - 7205
EP  - 7214
PB  - Department of IT Management Shidler College of Business University of Hawaii
CY  - Honolulu, HI
ER  -