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- The role of digital platforms in promoting pro-sustainable behavior and conscious consumption by brandsPublication . Miguel, Alexandra; Miranda, SandraThe growing concerns about the effects of the climate crisis and the highest consumer expectations regarding the environmental performance of businesses led companies to adopt a greater sense of accountability for sustainability, and some of them even became advocators of environmental causes. Today, brands are increasingly using digital media to disseminate environmental brand activist campaigns, take a stand on ecological issues, and promote pro-environmental behaviors and conscious consumption practices, although not all brands succeed in this approach. This advanced review aims to address how brands are using online platforms, such as social networks and websites, to amplify their audiences' perceptions about environmental problems, inspire eco-friendly behaviors, and motivate conscious consumption. Thus, this article contributes to a better understanding of how digital media can be an opportunity, if well used, for brands to encourage positive environmental changes, giving current examples of environmental brand campaigns and discussing directions for future research in this field.
- Linking corporate social responsibility, brand activism, and corporate reputation: the portuguese casePublication . Miranda, Sandra; Miguel, AlexandraCorporate social responsibility (CSR) and, more recently, brand activism have become important topics in business strategies, with companies playing an increasingly prominent role in socio-political life and addressing a wide range of social issues. However, the legitimacy of spending capital for investments in CSR and activism actions is not yet fully accepted by the business and academic world, with several companies and authors considering these expenses unnecessary. As such, this chapter aims to highlight Portuguese empirical research that demonstrates how companies' social and environmental responsibility actions can impact their corporate reputation, based on a quantitative investigation carried out to 613 consumers of a company in the Portuguese energy sector. The results showed that CSR is one of the factors that has the greatest positive impact on corporate reputation, thus contributing to a better understanding of how companies' social investments can be a source of competitive advantage and benefit corporate performance.
- Revelando a eficácia do ativismo de marca: os preditores e os potenciais efeitos das ações de ativismo de marcaPublication . Miguel, Alexandra; Miranda, SandraEmbora as questões sociais tenham vindo a ser consideradas pelo mundo empresarial há várias décadas, estes temas nunca ganharam tanta preponderância como no século XXI. Dadas as grandes pressões atuais para que as marcas ampliem as suas responsabilidades perante a sociedade, o ativismo de marca surge como uma nova estratégia em que as empresas abordam questões sociopolíticas relevantes, assumindo uma postura pública sobre estes temas e agindo para os tentar resolver ou melhorar. No entanto, nem todas as marcas estão a conseguir participar nesta era de ativismo, e mesmo aquelas que participam nem sempre recebem feedback positivo dos seus stakeholders. O objetivo principal deste artigo é realizar uma revisão de literatura sobre ativismo de marca, desenvolvendo um modelo teórico acerca da eficácia do ativismo de marca que destaque os fatores que contribuem para a participação e sucesso das marcas na abordagem a problemas sociais e os potenciais efeitos dessas ações. Este artigo contribui, assim, para uma melhor compreensão do fenómeno do ativismo de marca, dando insights úteis para as marcas alcançarem resultados favoráveis com as suas ações de ativismo e debatendo diretrizes para pesquisas futuras na área.
- The role of social media in the proliferation and promotion of Brand ActivismPublication . Miguel, Alexandra; Miranda, SandraDespite the relevance and actuality of brand activism, there are few theoretical investigations about the origins of this concept, and particularly about the role that social networks played in its proliferation and encouragement. This systematic literature review, based on the most prominent articles published in this field of expertise, investigates and discusses the role of technological advances, and particularly the role of the popularization of the use of social networks, in the proliferation of brand activism worldwide. Likewise, the concept of brand activism as a new trend in strategic communication between brands and stakeholders is explored, giving real examples of brand activism campaigns to present a current picture of the application of this concept, both online and offline.
- How social networks promote brand activism and the importance of authenticity in achieving resultsPublication . Miguel, Alexandra; Miranda, SandraThe use of the Web on a global scale and based on two-way communication, provided by Web 2.0, enabled the creation and dissemination of social movements and online activist practices, due to the greater ease and reach of the association of individuals in “virtual communities”, characterized by shared interests and common issues. In addition, the access to additional sources of information on the Web and the greater ability of the masses to make their opinions heard, has balanced the distribution of power, allowing an increasingly closer and interactive relationship between audiences and social organisms, like companies. In the field of online communication between brands and consumers, social networks play a prominent role as a stage for this new ability for public influence and participation. The public, increasingly aware of the most varied socio-political problems, quickly began to approach brands on social platforms as a way to pressure companies to adopt a more active role in society and to comment on relevant social and political issues. Some even join in “anti-brand movements” or in “anti-brand communities” when considered that brands reveal an irresponsible position regarding the consequences of their activities and/or a communication that doesn’t suit the values defended by consumers. From this closer communication, brands began to become aware of the need to commit themselves to the demands of consumer-activists and to get involved in the causes of society itself, beginning to take a public position on the most pressing and current social, political, economic and/or environmental issues, initiating the so-called Brand Activism. However, there are several factors influencing adherence of brands to activism and the outcomes of such actions, like the possibility and ease of access of companies and consumers to the Information Age and mainly the authenticity demonstrated by brands when defending a certain cause, complementing online actions with offline activist practices. This gave rise to positive, negative and neutral theories about the impact and effectiveness of digital activism. This theoretical investigation will thus contribute to expose and discuss the factors that made social networks a dual platform, which, on the one hand, presents itself as a lever for the emergence and proliferation of Brand Activism and, on the other hand, is today one of the most important means for brands to develop actions to fight for positive socio-political changes. Based on a bibliographic review and concrete examples of brands that are already involved in activism actions, a current picture of the application of this concept will be presented, as well as the different perspectives that guide the area. In addition, conclusions will be presented on the constraints to the practices of brand activism around the globe, derived from the unequal access and use of technology and the economic, social and political context in which the use of the technology occurs. Finally, the importance of authenticity for obtaining favorable results will be explained, namely in terms of coherence between the communication carried out by brand on its various platforms and its values and offline practices regarding the same subjects.
- The new social power of stakeholders: the current activist practices that are shaping corporate social conductPublication . Miguel, Alexandra; Miranda, SandraBased on a literature review, this investigation seeks to debate the greatest power that stakeholders exercise today over the social conduct of companies, addressing the current activist actions by which stakeholders pressure businesses to act on sociopolitical issues. Likewise, the benefits and criticisms aroused around the use of social practices in the corporate context will also be addressed, as well as the increasing importance to analyze the relationship between brands and stakeholders within the scope of citizenship.
- Activism in the age of mediated communication: the impact of new media on the development of activist movementsPublication . Miguel, Alexandra; Miranda, SandraBased on a literature review and concrete examples, this investigation seeks to address and debate Cyberactivism, discussing the fundamental role that new media has on the development of current activist movements. Likewise, the advantages and risks that mediated communication has brought to activism will be addressed, as well as the increasing need to interconnect online and offline practices to ensure the effectiveness of these movement.