Iago Santos Muraro
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Santos Muraro
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Iago
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iago.santosmuraro@unisg.ch
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  • Publication
    Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames
    (Journal of Brand Management, 2023)
    Muraro, Iago orcid-logo
    ;
    Thorson, Kjerstin
    ;
    Huddleston, Patricia
    Research suggests that social media consumer activism can be motivated through multiple microlevel action frames (MAFs-or simply, microframes). In this study, we examine an online consumer activism campaign against the supermarket chain Carrefour in Brazil and develop a typology of microframes that emerged during this episode of consumer activism. We leverage Twitter data to illustrate the distinction between cause-oriented (centered on animal rights issues) and brandoriented MAFs (emphasizing consumer disappointment in Carrefour) and examine their influence on the emergence of other online consumer activism microframes. Our findings reveal the complex interplay between cause support (cause-oriented MAF) and perceptions of a brand transgression (brand-oriented MAF) to galvanize collective action. We theorize the roles of distinct MAFs in spurring and sustaining consumers' online mobilization. Practical recommendations for brand managers are discussed.
    Type: journal article
    Volume: 30
    DOI: https://doi.org/10.1057/s41262-023-00322-z
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/120146
  • Publication
    Unveiling sustainable business discourses on social media: A comprehensive Instagram-based investigation of corporate sustainability communication – Insights from three studies
    ( 2024-04-19)
    Iago Santos Muraro orcid-logo
    ;
    Katarina Stanoevska
    Over the past decade, there has been a significant interest in corporate sustainability communication from scholars and business leaders, spurred by the growing demand from diverse stakeholders for businesses to adopt sustainable practices. Communication plays a central role in corporate sustainability as it enables 1) stakeholders to assess the sustainability quality of organizations and 2) businesses to bolster their reputation. However, sustainability communication (SC) is complex and can be perceived as inauthentic and trigger skepticism, particularly in social media. We present three studies examining textual and visual SC on Instagram (IG). Our findings reveal significant differences in how industries prioritize and communicate sustainability on IG and demonstrate that in the context of social media SC, two popular sayings partially ring true: a picture is (or it can be) worth a thousand words, yet actions (or the evidence thereof seem to) speak louder than words.
    Type: conference paper
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/120145
  • Publication
    Automated image processing for visual sustainability communication: Methodological and practical insights for researchers on the example of Instagram
    ( 2024-04-19)
    Iago Santos Muraro orcid-logo
    ;
    Shahin Rezvanian
    ;
    Katarina Stanoevska
    Companies are increasingly turning to visual content for sustainability communication, particularly on social media platforms, such as Instagram and TikTok. However, researchers face considerable challenges in processing and analyzing visual sustainability communication (VSC) data. This is mostly because of an overreliance on conventional manual classification methods. Our presentation aims to share insights from our research related to emerging practical approaches how sustainability matters are visually depicted, how visual sustainability communication on social media can be automatically detected with machine learning, and applied for analysis of the effectiveness of VSC in terms of user engagement.
    Type: conference paper
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/120148
  • Publication
    Viral Dialogic Encounters: Extending Dialogic Theory Through Social Media Virality for CSR Communication
    ( 2024-06-20)
    Katarina Stanoevska
    ;
    Iago Santos Muraro orcid-logo
    Dialogic theory, initially proposed to foster two-way communication in Web 1.0, and its latest revision attempts risk losing practical applicability to inform dialogic social media (SM) communication. This is because dialogic theory mainly reimagines company-user dialogic relationships from static websites to SM without accounting for viral communication. This paper summarizes an ongoing research effort to further develop dialogic theory for SM communication and maximize its utility in leveraging SM interactivity and virality for relationship building. We do this by employing an inductive-deductive approach to analyze corporate social responsibility (CSR) posts from Instagram (N=704). Preliminary empirical results provide evidence that companies are already leveraging SM opportunities for the viral extension of dialogic communication. We propose that, by leveraging SM viral interactivity affordances, new dialogic strategies extend the concept of dialogue from company-user to company-user-user. Next, we outline a theoretical extension of dialogic theory, one that accounts for the symbiotic relationship between extant dialogic concepts and SM viral interactivity. Last, we outline our next step in this active research pursuit.
    Type: conference paper
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/120147
  • Publication
    CSR Communication on Instagram: Exploring CSR Signals and Countersignals in a Visually-Oriented Social Media Platform
    ( 2023-05-26)
    Iago Santos Muraro orcid-logo
    ;
    Maximilian Schacker
    ;
    Katarina Stanoevska
    Corporate Social Responsibility (CSR) communication is increasingly pursued in interactive form over social media. This has given rise to research on the effectiveness of social media CSR posts. Most of this research considers Twitter and Facebook, while recent visual social media such as Instagram (IG) are yet underexplored. By referring to signaling theory, this paper explores the effects of both IG CSR posts (signals) and their components (CSR image and text) on user engagement in the form of likes and comments (countersignals). A computational research approach was employed to scrape 39'400 IG posts with associated audience engagement information in terms of likes and comments (544,031) of 394 companies. The data analysis reveals that compared to non-CSR posts, CSR posts tend to result in a lower number of likes and comments and an increase in the proportion of negative comments. However, this negative effect of CSR communication on IG seems to vary between companies and across industries considerably, thus suggesting that CSR communication effectiveness is not only a function of CSR post features, but also users' perceptions about business entities. With these insights, the paper adds to the knowledge about the effects of CSR posts in visual-oriented social media and provides guidelines on how to design effective IG CSR posts.
    Type: conference paper
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/118939