Management Approaches to Radical Social Media Activism: the responses of BP, HSBC and Nestlé to Greenpeace
Grant, Bettina (2010) Management Approaches to Radical Social Media Activism: the responses of BP, HSBC and Nestlé to Greenpeace. [Dissertation (University of Nottingham only)] (Unpublished)
Corporate directed radical activism has been reframed by the internet and social media, which provide radical activists with new tools to mount innovative attack forms against corporations. These attack forms (herein termed by author as radical social media activism) happen in the digital sphere and augment radical attack forms in the physical world. Corporations are challenged with a new age of radical activism and, thus far, have displayed low competence at using social media to manage this threat, which creates reputation and legitimacy risks. In seeking to understand current management approaches to radical social media activism, this report explores the responses of BP, HSBC and Nestlé to radical social media attacks from the environmental activist group, Greenpeace.
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