کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
139059 162479 2015 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Online activists vs. Kraft foods: A case of social media hijacking
ترجمه فارسی عنوان
فعالان اینترنتی در مقابل مواد غذایی کرافت: یک مورد ربودن رسانه های اجتماعی
کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی


• We provide examples of activist strategies adapted for the online environment.
• We demonstrate hoax as a viable, albeit potentially unethical, activist strategy.
• We demonstrate the negative effects of social media hijacking on reputation.
• We show how relationships with other activists are leveraged in a campaign.

This study examines a case in which activists used a corporation's social media page to disseminate activist campaign messages. Specifically, we examine how a blogger–activist took advantage of an online hoax regarding a warning label for Kraft Macaroni and Cheese to spur others into hijacking Kraft's Facebook page. While the hoax was quickly exposed, the reputation damage was done and within 6 months Kraft announced it was changing the ingredients in some products. This study offers several implications for online activists and public relations researchers and practitioners by (1) providing an example of how traditional activist strategies have adapted for the online environment; (2) presenting hoax as a viable, albeit potentially unethical, strategy to motivate action; (3) showing the impact of social media hijacking and dismissing the notion that “slacktivism” cannot lead to change; (4) encouraging further research on collaborative relationships between activist groups; and 5) outlining the benefits of more proactive issue management strategies.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 41, Issue 1, March 2015, Pages 103–108
نویسندگان
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