Polarized public opinion responding to corporate social advocacy: Social network analysis of boycotters and advocators |
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Affiliation: | 1. Hubbard School of Journalism and Mass Communication, University of Minnesota, United States;2. Department of Journalism, Ball State University, United States;1. School of Advertising and Public Relations, University of Tennessee Knoxville, United States;2. Harrington School of Communication and Media, University of Rhode Island, United States |
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Abstract: | Despite growing attention to corporate social-political advocacy, little is known about how publics mobilize and establish relationships in social media when firms are involved in hot-button issues. Using the social network approach, this study examines a network structure which emerged around boycotting and advocating for Starbucks and Budweiser when these two brands responded to President Donald Trump’s immigration ban executive order in 2017. The study identified three unique characteristics in the boycotters’ networks. The boycotters appeared not only in the aggregated brand boycotting networks, but also in the advocators’ networks. In addition, boycotters in Budweiser and Starbucks networks were engaged in boycotting other brands or organizations which were opposed to Republicans or President Trump’s policy. Finally, the network of boycotters was very dense and highly connected among subgroups while that of advocators was sparse. Theoretical and practical implications are discussed. |
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Keywords: | Corporate social advocacy (CSA) Corporate social responsibility Boycott Twitter Social network analysis NodeXL |
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