Exploring corporate social advocacy and social media engagement: Insights from Ben & Jerry’s

Abstract

This study investigates corporate social advocacy (CSA) and social media engagement through an in-depth analysis of Ben & Jerry’s Instagram communication as a multinational company. A mixed-methods design was employed, combining (1) a quantitative content analysis of 1257 Instagram posts shared across six English-speaking country accounts, and (2) a supervised machine-learning analysis of 11,695 user comments posted under racial and criminal justice-related CSA content on the U.S. account. The post-level analysis examined the frequency, type, and geographic variation of CSA versus CSR content. The comment-level analysis explored the distribution of user responses—such as criticism, support, boycott, and others—using a multi-class classification model trained on a manually coded sample. The findings suggest that both the volume and thematic focus of CSA content varied across national contexts, reflecting differing sociopolitical sensitivities. The comment analysis revealed a broad range of audience reactions associated with CSA category, underscoring the complex and sometimes polarizing nature of CSA communication. This study contributes theoretically by offering a cross-national perspective on CSA messaging strategies and consumer response patterns. Methodologically, it advances the use of machine learning for analyzing large-scale audience discourse. Practically, it offers guidance for brands navigating CSA in diverse cultural environments while managing reputational risks and stakeholder expectations.