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Emancipatory Ethical Social Media Campaigns: Fostering Relationship Harmony and Peace

Author

Listed:
  • Arsalan Mujahid Ghouri

    (Universiti Pendidikan Sultan Idris
    Montpellier Business School)

  • Pervaiz Akhtar

    (University of Kent
    IESEG School of Management)

  • Maya Vachkova

    (University of Hull)

  • Muhammad Shahbaz

    (Montpellier Business School)

  • Aviral Kumar Tiwari

    (Montpellier Business School)

  • Dayananda Palihawadana

    (Leeds University Business School)

Abstract

While emancipatory ethical social media campaigns play an imperative role for fostering relationship and facilitating peace, limited research has examined the motivational response from peace-promoting viral videos. This research scrutinizes the effects of a viral video titled “Peace Anthem”: a mash-up between Pakistani and Indian national anthems, performed by famous artists and broadcasted in the wake of Independence Day in India and Pakistan. We examine the effect of listening to the anthem medley on relationship harmony using a longitudinal study design and contribute to the burgeoning body of knowledge on peace music and relational musicology fostering relationship harmony. Study 1, consisting of 1048 cases, determines the effects of the likeability of the “Peace Anthem” and education on relationship harmony, and it also examines the moderating role of education. Study 2 with 605 cases investigates the persistency of these effects over time. The results demonstrate significant relationships between the likeability of the “Peace Anthem” and education with relationship harmony, as well as validate the moderating role of education. Although these effects decrease over time, there are noteworthy changes that consequently call for the persistence of ethical social media campaigns for stimulating peace. We discuss the policy implications of these findings and conclude with study limitations and recommendations for further research.

Suggested Citation

  • Arsalan Mujahid Ghouri & Pervaiz Akhtar & Maya Vachkova & Muhammad Shahbaz & Aviral Kumar Tiwari & Dayananda Palihawadana, 2020. "Emancipatory Ethical Social Media Campaigns: Fostering Relationship Harmony and Peace," Journal of Business Ethics, Springer, vol. 164(2), pages 287-300, June.
    • Handle: RePEc:kap:jbuset:v:164:y:2020:i:2:d:10.1007_s10551-019-04279-5
    DOI: 10.1007/s10551-019-04279-5
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    References listed on IDEAS

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