TY - JOUR
T1 - Emancipatory Ethical Social Media Campaigns
T2 - Fostering Relationship Harmony and Peace
AU - Ghouri, Arsalan Mujahid
AU - Akhtar, Pervaiz
AU - Vachkova, Maya
AU - Shahbaz, Muhammad
AU - Tiwari, Aviral Kumar
AU - Palihawadana, Dayananda
PY - 2020
Y1 - 2020
N2 - 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.
AB - 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.
KW - Emancipatory ethics
KW - Peace music
KW - Relationship harmony
KW - Social media campaigns
KW - MUSIC
KW - IMPACT
KW - SILENCE
KW - WAR
KW - LIKABILITY
KW - PLACE
KW - WORLD
UR - http://www.scopus.com/inward/record.url?scp=85074051363&partnerID=8YFLogxK
U2 - 10.1007/s10551-019-04279-5
DO - 10.1007/s10551-019-04279-5
M3 - Article
AN - SCOPUS:85074051363
VL - 164
SP - 287
EP - 300
JO - Journal of Business Ethics
JF - Journal of Business Ethics
SN - 0167-4544
IS - 2
ER -