Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash

Detalhes bibliográficos
Autor(a) principal: Dias, Filipe Miguel Correia
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/159983
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
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spelling Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of BacklashData AnalysisCorporate Social ResponsibilityFinancial MarketsCause-Related MarketingBacklashOnline FirestormSDG 4 - Quality educationDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for MarketingBrands have addressed several causes to create awareness and build reputation. Over the years, the consumer has changed from being value-driven to purpose-driven. This makes brands think about what the best causes they should align. Brands create Corporate Social Responsibility (CSR) campaigns to show this alignment. This type of campaign arises from bridging the corporate environment with social responsibility. Bridging these two creates benefits for a citizen but also for enterprises. It enables an enterprise to achieve financial growth and enhance its branding. However, not always consumers agree with these campaigns. This study examinesthe effects of CSR marketing campaigns that became entangled in an Online Firestorm to understand the impact of these campaigns. Data from two sources were used: Twitter and stock market data. Results show that organizations could obtain financial gains even in the presence of a backlash. Additionally, results demonstrated that an Online Firestorm lasts three to six days. Results also showed a positive correlation between online sentiment in social media and stock market prices. This study's findings were relevant for academia and organizations, as they show that even campaigns involved in online firestorms were not necessarily bad for brands and organizations.Rita, Paulo Miguel Rasquinho FerreiraAntónio, Nuno Miguel da ConceiçãoRUNDias, Filipe Miguel Correia2023-10-242026-10-24T00:00:00Z2023-10-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/159983TID:203388259enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:42:30Zoai:run.unl.pt:10362/159983Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:57:48.255349Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash
title Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash
spellingShingle Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash
Dias, Filipe Miguel Correia
Data Analysis
Corporate Social Responsibility
Financial Markets
Cause-Related Marketing
Backlash
Online Firestorm
SDG 4 - Quality education
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash
title_full Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash
title_fullStr Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash
title_full_unstemmed Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash
title_sort Corporate Social Responsibility and Public Opinion: Examining the Causes and Consequences of Backlash
author Dias, Filipe Miguel Correia
author_facet Dias, Filipe Miguel Correia
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
António, Nuno Miguel da Conceição
RUN
dc.contributor.author.fl_str_mv Dias, Filipe Miguel Correia
dc.subject.por.fl_str_mv Data Analysis
Corporate Social Responsibility
Financial Markets
Cause-Related Marketing
Backlash
Online Firestorm
SDG 4 - Quality education
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Data Analysis
Corporate Social Responsibility
Financial Markets
Cause-Related Marketing
Backlash
Online Firestorm
SDG 4 - Quality education
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
publishDate 2023
dc.date.none.fl_str_mv 2023-10-24
2023-10-24T00:00:00Z
2026-10-24T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/159983
TID:203388259
url http://hdl.handle.net/10362/159983
identifier_str_mv TID:203388259
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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