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Emancipatory Ethical Social Media Campaigns: Fostering Relationship Harmony and Peace

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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.

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Notes

  1. The video is available here https://www.youtube.com/watch?v=NeP0ua6m814.

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Authors and Affiliations

  1. Faculty of Management and Economy, Universiti Pendidikan Sultan Idris, Proton City, Tanjung Malim, Perak, Malaysia

    Arsalan Mujahid Ghouri

  2. Kent Business School, University of Kent, Canterbury, UK

    Pervaiz Akhtar

  3. Hull University Business School, University of Hull, Hull, UK

    Maya Vachkova

  4. IESEG School of Management, Paris, France

    Pervaiz Akhtar

  5. Montpellier Business School, Montpellier, France

    Arsalan Mujahid Ghouri, Muhammad Shahbaz & Aviral Kumar Tiwari

  6. Leeds University Business School, Leeds, UK

    Dayananda Palihawadana

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  1. Arsalan Mujahid Ghouri
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  2. Pervaiz Akhtar
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  4. Muhammad Shahbaz
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Correspondence to Pervaiz Akhtar.

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Appendix 1

Appendix 1

See Table 6.

Table 6 The brief description of questions and scales used for Study 1 and Study 2
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Ghouri, A.M., Akhtar, P., Vachkova, M. et al. Emancipatory Ethical Social Media Campaigns: Fostering Relationship Harmony and Peace. J Bus Ethics 164, 287–300 (2020). https://doi.org/10.1007/s10551-019-04279-5

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