Bot Versus Humans: Who Can Challenge Corporate Hypocrisy on Social Media?

IF 5.5 1区文学 Q1 COMMUNICATION

Social Media + Society Pub Date : 2024-11-06 DOI:10.1177/20563051241292578

Serena Armstrong, Caitlin Neal, Rongwei Tang, Hyejoon Rim, Emily K. Vraga

引用次数: 0

Abstract

Social media offer opportunities for companies to promote their image, but companies online also risk being denounced if their actions do not align with their words. The rise of social media bots amplifies this risk, as it becomes possible to automate such efforts to highlight corporate hypocrisy. Our experimental survey demonstrated that bots and human actors who confront a corporation touting their commitment to equality by calling out organizational pay gaps damage perceptions of the corporation, heighten anger toward them, and ultimately can elicit boycott intentions. These hypocrisy challenges are equally effective when they come from bots and user accounts. Challenges to hypocritical behavior on social media are consequential and require further exploration.

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机器人与人类：谁能在社交媒体上挑战企业的虚伪？

社交媒体为企业提升形象提供了机会，但如果言行不一致，企业在网络上也会面临被谴责的风险。社交媒体机器人的兴起放大了这一风险，因为它可以自动突出企业的虚伪性。我们的实验调查表明，机器人和人类行为者在面对一家公司时，如果该公司声称自己致力于平等，并指出组织薪酬差距，就会损害人们对该公司的看法，激起人们对该公司的愤怒，并最终引发抵制意向。这些来自机器人和用户账户的虚伪挑战同样有效。对社交媒体上虚伪行为的挑战具有重要意义，需要进一步探讨。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Social Media + Society COMMUNICATION-

CiteScore

9.20

自引率

3.80%

发文量

111

审稿时长

12 weeks

期刊介绍： Social Media + Society is an open access, peer-reviewed scholarly journal that focuses on the socio-cultural, political, psychological, historical, economic, legal and policy dimensions of social media in societies past, contemporary and future. We publish interdisciplinary work that draws from the social sciences, humanities and computational social sciences, reaches out to the arts and natural sciences, and we endorse mixed methods and methodologies. The journal is open to a diversity of theoretic paradigms and methodologies. The editorial vision of Social Media + Society draws inspiration from research on social media to outline a field of study poised to reflexively grow as social technologies evolve. We foster the open access of sharing of research on the social properties of media, as they manifest themselves through the uses people make of networked platforms past and present, digital and non. The journal presents a collaborative, open, and shared space, dedicated exclusively to the study of social media and their implications for societies. It facilitates state-of-the-art research on cutting-edge trends and allows scholars to focus and track trends specific to this field of study.