From CSR to CSI: analysing consumers' hostile responses to branding initiatives in social media-scape

Vollero, Agostino, Palazzo, Maria, Siano, Alfonso and Foroudi, Pantea ORCID logoORCID: (2021) From CSR to CSI: analysing consumers' hostile responses to branding initiatives in social media-scape. Qualitative Market Research: An International Journal, 24 (2) . pp. 143-160. ISSN 1352-2752 [Article] (doi:10.1108/QMR-12-2017-0184)

PDF - Final accepted version (with author's formatting)
Download (903kB) | Preview


Purpose - The paper analyses consumers’ hostile responses and ‘creative’ re-interpretation of a proactive Corporate Social Responsibility (CSR) brand communication campaign on social media by a leading Italian company in the energy industry that came to be perceived as a reactive Corporate Social Irresponsibility (CSI) performance.

Design/methodology/approach - Taking Palazzo and Basu’s framework of scapes (2007) as a starting point, the paper explores the intersection between branding and CSR studies. After consideration of the lack of empirical studies on this subject, a content analysis of tweets generated from the campaign ‘Guerrieri’ of Enel is performed.

Findings - Findings show the dialogic bottom-up approach results are ineffective due to the hijacking of original intent of the company in implementing its CSR communication initiatives. That is to say that corporate brand (CB) strategies can be easily re-interpreted in social media-scape in an opposing perspective, raising the risk of digital hijacking and boycotting initiatives.

Practical implications - From a practical standpoint, the study informs managers so that they can evaluate complex problems implicated in the creation of CSR activities aimed at engaging consumers and virtual communities. Besides, the paper would like to aid managers when they face discontent or activism, suggesting they should turn the attention of their stakeholders through a re-evaluation of relevant CSR activities, potentially leveraging on a loyal public which has completely interiorised CB values and can act as brand ambassadors.

Originality/value – The paper is one of the first attempts to study the nexus between CSR and CB in digitally-empowering contexts, clarifying the crucial role of social media-scape.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 24795
Notes on copyright: This is the accepted version of the manuscript "From CSR to CSI: Analysing consumers’ hostile responses to branding initiatives in social media-scape", published in the journal "Qualitative Market Research: An International Journal" available via the journal site at:
This article is © 2020, Emerald Publishing Limited and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Useful Links:
Depositing User: Pantea Foroudi
Date Deposited: 14 Aug 2018 10:10
Last Modified: 06 Jun 2022 11:38

Actions (login required)

View Item View Item


Activity Overview
6 month trend
6 month trend

Additional statistics are available via IRStats2.