Rogo zki, Emily-Louise; Rudelo , Ch is ian
A icle — Published Ve sion
Na u al Bo n Suppo e s? The Role o Pe sonali y T ai s o
S akeholde s' Mo al Emo ions and Beha iou al In en ions Towa ds
Ac i is Co po a e B ands in Online Fi es o ms
Co po a e Repu a ion Re iew
Sugges ed Ci a ion: Rogo zki, Emily-Louise; Rudelo , Ch is ian (2025) : Na u al Bo n Suppo e s? The
Role o Pe sonali y T ai s o S akeholde s' Mo al Emo ions and Beha iou al In en ions Towa ds
Ac i is Co po a e B ands in Online Fi es o ms, Co po a e Repu a ion Re iew, ISSN 1479-1889,
Palg a e Macmillan UK, London, Vol. 28, Iss. 4, pp. 252-267,
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ORIGINAL ARTICLE
Na u al Bo n Suppo e s? The Role o Pe sonali y T ai s
o S akeholde s' Mo al Emo ions andBeha iou al In en ions Towa ds
Ac i is Co po a e B ands inOnline Fi es o ms
Emily‑LouiseRogo zki1· Ch is ianRudelo 1
Published online: 10 Ap il 2025
© The Au ho (s) 2025
Abs ac
Co po a e b ands a e inc easingly expec ed o ake a s and on con o e sial issues. In a pola ised and digi alised wo ld, his
can lead o online i es o ms which may in u n ha e nega i e impac s on b ands. In o de o na iga e such c ises, a be e
unde s anding o he de e minan s o s akeholde eac ions in b and ac i ism i es o ms is impo an . Agains his backd op,
his pape examines how he Big Fi e pe sonali y ai s in luence mo al emo ions and beha iou al in en ions, speci ically
esponses owa ds he co po a e b and and issue ad ocacy. A scena io-based su ey using he example o a ic i ious online
i es o m on Ins ag am was conduc ed (n = 178). Hypo heses we e es ed using mul iple eg ession analyses and boo s ap-
ping. The indings indica e ha indi iduals who a e open, ex a e ed, and ag eeable end o exhibi o he -p aising emo ions
and posi i e esponses, he eby suppo ing he ac i is co po a e b and in he con ex o i es o ms. In con as , indi iduals
who a e neu o ic end o display o he -condemning emo ions and nega i e esponses. O e all, his s udy makes a con ibu ion
o he exis ing li e a u e on he ela ionship be ween pe sonali y ai s and s akeholde beha iou . The indings illus a e he
ole o he Big Fi e pe sonali y ai s in shaping esponses du ing b and ac i ism c ises. To he bes o he au ho s' knowl-
edge, his has ye o be conside ed in he con ex o exis ing esea ch.
Keywo ds B and ac i ism· Co po a e social ad ocacy· Fi es o m· Big i e· Pe sonali y ai s· Mo al emo ions·
Consume esponses· Issue ad ocacy
In oduc ion
S akeholde s inc easingly expec b ands o posi ion hem-
sel es as ad oca es o social causes (Maks-Solomon and
D ew y 2020). Linked o his de elopmen is he phenom-
enon o b and ac i ism, which has become inc easingly
impo an in ecen yea s (Camma o a e al. 2023).
A well-known example o such an ac i is campaign is
he Nike ‘D eam C azy’ campaign om 2018 in suppo o
he Black Li es Ma e mo emen (V edenbu g e al. 2020).
The campaign depic s a hle e Colin Kaepe nick in a s ance
o p o es , displaying he hash ag ‘#BlackLi esMa e ’. The
campaign p o oked a s ong eac ion om s akeholde s,
bo h posi i e and nega i e. Despi e c i icism om some
qua e s, i a ac ed conside able media a en ion and was
endo sed boldly by suppo e s. This exempli ies he o ma-
ion o no el ela ionships be ween b ands and s akeholde s,
whe eby s akeholde s e alua e and judge companies based
on hei s ance on con o e sial issues (Bhagwa e al. 2020).
Consequen ly, he ex an li e a u e indica es ha b and
ac i ism has he po en ial o enhance e.g. cus ome loyal y
and e en ion, while simul aneously posing a isk o p o-
oking p o es s and calls o boyco s (Bhagwa e al. 2020;
Hoppne and Vadakkepa 2019). Thus, b and ac i ism is
ega ded as a po en ially isky s a egy (Camma o a e al.
2023).
In pa icula , esponses o b and ac i ism campaigns on
social media a e di icul o p edic and can de elop apidly.
Wa es o public ou age, known as i es o ms, buil up by a
la ge numbe o pola ising commen s, a e o en d i en by
(mo al) emo ions, ha eme ge impulsi ely in esponse o
he assessmen o ac ions o occu ences as mo ally com-
mendable o ep ehensible (Delgado-Balles e e al. 2021;
* Ch is ian Rudelo
c. [email p o ec ed]
Emily-Louise Rogo zki
[email p o ec ed]
1 Hochschule Mac omedia, S u ga , Ge many
253
Na u al Bo n Suppo e s? The Role o Pe sonali y T ai s o S akeholde s' Mo al Emo ions and…
Wannow e al. 2023). Such p essu e can be de imen al o
co po a e b ands (Camma o a e al. 2023).
An example o nega i e online eac ion o b and ac i ism
is PepsiCo's 'Li e o Now Momen s An hem' campaign in
2017. The campaign a emp ed o appeal o millennials by
ea u ing Kendall Jenne in an ad in which she joins a p o es
and appea s o esol e ensions be ween demons a o s and
police by o e ing hem a Pepsi. The campaign was hea ily
c i icised on social media o i ialising he Black Li es
Ma e mo emen and igge ed a global i es o m (Hogan
2017). Acco ding o YouGo B andIndex, Pepsi's Buzz
sco e—a measu e o consume pe cep ion—expe ienced a
signi ican decline ollowing he elease o he ad e ise-
men . Speci ically, he Buzz sco e ell by 9.5 poin s, d op-
ping om 0.3 o −9.2 wi hin a week o he ad's elease
(Yougo 2017).
Agains his backd op, b ands need o p epa e hemsel es
o e ec i ely na iga e social media c isis. I he e o e makes
sense o be e unde s and he de e minan s o s akehold-
e s’ emo ions and beha iou al in en ions in b and ac i ism
i es o ms.
Howe e , he s a e o esea ch on his opic is agmen ed.
On he one hand, he e is now a subs an ial body o esea ch
examining esponses o b and ac i ism (Camma o a e al.
2023). In his con ex , a conside able numbe o in e ening
ac o s ha e been in es iga ed o da e, including consume -
b and ela ionships (e.g. Jain e al. 2021) and pe cei ed mes-
sage au hen ici y (Mi zaei e al. 2022; Rudelo and B uns
2024).
Concu en ly, a subs an ial co pus o esea ch has been
conduc ed on online i es o ms, wi h an emphasis on di -
e en o ganisa ional o message cha ac e is ics (Hancock
e al. 2023), bu also pe sonal ac o s o s akeholde s such as
na cissis ic ai s (e.g. Delgado-Balles e e al. 2023). None-
heless, G ube e al. (2020) ha e asse ed ha he comp e-
hension o he de e minan s d i ing indi iduals o engage in
online i es o ms emains " a he limi ed" (p. 564).
This is especially ue o he impac o pe sonali y ai s,
which ha e no ye been empi ically explo ed, bo h in he
esea ch s eam on s akeholde esponses o b and ac i ism
and in s udies o online i es o ms. This is su p ising, gi en
he c ucial ole o pe sonali y ai s such as he Big Fi e
dimensions (openness, neu o icism, ex a e sion, ag eea-
bleness and conscien iousness) on a ious aspec s o s ake-
holde beha iou and, mo e speci ically, social media ac i i-
ies such as con en c ea ion and in e ac ion wi h o he use s
(Liu and Campbell 2017). Fo example, Pe e a e al. (2023)
posi ha "di e en pe sonali y ypes exis among social
media use s, and hese pe sonali y ypes in luence how a
pe son in e ac s wi h o he s, p ocesses in o ma ion, and
makes decisions" (p. 116). Simila ly, u he s udies poin
o he impac s o pe sonali y ai s in a b and con ex , such
as on s akeholde -b and ela ionships (Fazli-Salehi e al.
2022; Ma zle e al. 2006; Mulyanega a e al. 2009), and
online wo d-o -mou h (Anas asiei and Dospinescu 2018).
Fu he mo e, in a CSR communica ion con ex , Mosca o
and Hopp (2019), sugges ha u u e esea ch on consume
esponse “should ake in o conside a ion indi idual di e -
ences” (p. 34).
Agains his backd op, his s udy aims o add ess his
esea ch gap and con ibu e o a mo e nuanced unde s and-
ing o he ac o s ha in luence s akeholde esponses in
he con ex o co po a e b and ac i ism i es o ms. In pa -
icula , his s udy seeks o add ess he ollowing esea ch
ques ion: How do he Big Fi e pe sonali y ai s in luence
s akeholde s' mo al emo ions and beha iou al in en ions in
he con ex o co po a e b and ac i ism i es o ms? In doing
so, his s udy also seeks o d aw p ac ical implica ions o
co po a e b ands on how o na iga e such c ises e ec i ely,
o example by de eloping speci ic communica ion s a e-
gies ha add ess he needs o pa icula pe sonali y ypes.
The emainde o his a icle is s uc u ed as ollows:
Fi s , he esul s o a li e a u e e iew a e p esen ed. Spe-
ci ically, b and ac i ism i es o ms and he oles o mo al
emo ions and beha iou al in en ions, s akeholde esponses
owa ds b ands and issue ad ocacy, will be discussed. In he
nex s ep, he Big Fi e model o pe sonali y dimensions will
be in oduced and hypo heses will be de i ed. Subsequen ly,
he esul s o he empi ical s udy a e p esen ed and discussed
in acco dance wi h he me hodology p e iously ou lined.
Li e a u e Re iew andTheo e ical
Founda ion
B and Ac i ism andFi es o ms
Camma o a e al. (2023, p. 1679) de ine b and ac i ism as
" he public s ance o a company on con en ious sociopo-
li ical issues h ough s a emen s and/o ac ions." In con-
as o CSR, b and ac i ism e e s o socio-poli ical issues
ha o en ha e a pola ising e ec (He zbe g and Rudelo
2022; Mukhe jee and Al huizen 2020; Wannow e al. 2023).
Examples o hese issues include LGBTQIA + igh s, mig a-
ion, acism, clima e change, police iolence, gun con ol,
abo ion and esponses o he Co id-19 pandemic.
B and ac i ism campaigns ypically build on he ac i i-
ies and posi ioning o he company as a whole, a he han
highligh ing indi idual p oduc b ands. Consequen ly, he
li e a u e iews b and ac i ism as an o ganisa ion-d i en
phenomenon, unde sco ing he impo ance o aligning b and
ac i ism wi h he co e iden i y o he o ganisa ion (Pimen el
e al. 2024).
The ex an li e a u e on he consequences o b and ac i -
ism is con adic o y. On he one hand, b and ac i ism has
he po en ial o os e s onge s akeholde loyal y when a
254 E.-L.Rogo zki, C.Rudelo
b and is pe cei ed as au hen ic and commi ed (Hamb ick
and Wowak 2021; Maks-Solomon and D ew y 2020). Fu -
he mo e, b ands may le e age b and ac i ism o di e en i-
a e hemsel es om hei compe i o s (Schmid e al. 2021;
Camma o a e al. 2023; Maks-Solomon and D ew y 2020).
Con e sely, b and ac i ism can acili a e inc eased b and
isibili y (Hoppne and Vadakkepa 2019; Rudelo and
Amin 2023).
A he same ime, i is emphasised ha b and ac i ism
is ypically cha ac e ised by isk and unce ain y due o
i s pola ising na u e (Bhagwa e al. 2020; Hamb ick and
Wowak 2021; Wannow e al. 2023). When a company
assumes a socio-poli ical s ance, consume s who do no
align wi h his posi ion may espond nega i ely and disen-
gage om he b and (Hydock e al. 2020; Man edi-Sánchez
2019). Mukhe jee and Al huizen (2020) highligh he asym-
me ical impac o b and ac i ism, no ing ha s akeholde s
who do no align wi h a b and's s ance end o exhibi mo e
p onounced coun e - eac ions han hose who do (Mukhe jee
and Al huizen 2020).
In pa icula , on social media, s akeholde s p oac i ely
exp ess hei discon en when hey ind hemsel es a odds
wi h a co po a e b and's poli ical s ance. This can se e o
exace ba e he ad e se consequences associa ed wi h b and
ac i ism (Klos e mann e al. 2021). A g owing body o e i-
dence indica es ha he numbe and in ensi y o nega i e
commen s on social media in he con ex o b and ac i ism
exe a signi ican in luence on he b and's pe cei ed image
(Klos e mann e al. 2021). In his con ex , he e m ' i e-
s o m' is used o desc ibe he sudden and widesp ead appea -
ance o a mul i ude o nega i e commen s and pos s di ec ed
a a pa icula b and o indi idual (Hansen e al. 2018). The
apid pace and connec i i y o social media play a pi o al
ole in he eme gence o i es o ms (Chan e al. 2018). In
pa icula , nega i e emo ions and opinions a e dissemina ed
a a apid pace. Fu he mo e, Chan e al. (2018) posi ha
mo ally mo i a ed ou age plays a pi o al ole. The indi idu-
als engaged in hese online con o e sies equen ly pe cei e
hei ac ions as mo ally jus i iable (Chan e al. 2018).
Mo al Emo ions andS akeholde Responses
Haid (2001) in oduced he concep o mo al in ui ion,
which posi s ha mo al judgmen s a e equen ly spon a-
neous and d i en by emo ional esponses. Such judgmen s
equen ly eme ge impulsi ely and a e only subsequen ly,
i a all, jus i ied by logical easoning (Haid 2001; G appi
e al. 2013).
In his con ex , he e m 'mo al emo ions' is also
employed. These a e pa icula eelings ha eme ge in
esponse o he assessmen o ac ions o occu ences as mo -
ally commendable o ep ehensible, and a e ounded upon
mo al s anda ds (Xie e al. 2019). These emo ions equen ly
se e as powe ul mo i a o s o ac ion, p omp ing indi idu-
als o espond o mo ally salien ci cums ances (Tangney
e al. 2007; Haid 2003; Van Doo n e al. 2014).
Haid (2003) iden i ies ou p ima y ca ego ies o mo al
emo ions: hose ha elici eelings o condemna ion owa ds
o he s (o he -condemning emo ions), hose ha e oke a
sense o admi a ion o o he s (o he -p aising emo ions),
sel -cen e ed emo ions and emo ions ha p omp eelings
o compassion o o he s. In he con ex o b and ac i ism,
he ole o o he -condemning emo ions and o he -p aising
emo ions is pa icula ly signi ican (Wannow e al. 2023).
O he -condemning emo ions mani es in esponse o
mo al ansg essions pe pe a ed by ano he indi idual o
g oup. These include emo ions such as con emp , ange , and
disgus (G appi e al. 2013; Xie e al. 2015). O he -p aising
emo ions, such as g a i ude and ele a ion, a e elici ed by
mo ally p aisewo hy beha iou and acili a e p osocial
ac ion (Haid 2003; G eenbaum e al. 2019). F om he
pe spec i e o Reed (2002) and Fukuyama (2018), hese
emo ional esponses can be unde s ood as e lec ions o
how indi iduals' iden i ies a e a i med o h ea ened by
he ac ions o o he s. Mo al ansg essions o p aisewo hy
beha io o en challenge o ein o ce one's social and mo al
iden i y, in luencing emo ional eac ions ha a e ied o one's
sense o sel and belonging.
Such emo ions can also be s ongly di ec ed a co po a e
b ands, as p e iously ou lined by G appi e al. (2013). O he -
condemning emo ions, such as ange , con emp and disgus ,
a e e oked when a b and demons a es a dis ega d o e hical
p inciples (G eenbaum e al. 2019; Xie e al. 2015).
Concu en ly, mo al emo ions a e ma kedly associ-
a ed wi h beha iou al in en ions and can impac consume
esponses o b and ac i ism (Wannow e al. 2023). The
connec ion be ween mo al emo ions and ac ion can be
explained by he concep o mo al mo i a ion, which sug-
ges s ha emo ions ac as ca alys s o beha io ha aligns
wi h one's mo al alues o social iden i y. The s eng h o
his mo i a ion o en depends on he pe cei ed connec ion
be ween he emo ional esponse and he indi idual's iden i y
o sel -concep .
As seen in esea ch by Haid (2003), emo ions such
as ange can lead o co ec i e ac ions, such as p o es o
punishmen , when hey signal a iola ion o mo al no ms.
Consequen ly, o he -condemning emo ions can p omp
consume s o engage in a ange o e alia o y beha iou s,
including nega i e wo d-o -mou h, boyco s and p o es
ac ions (G appi e al. 2013; Wannow e al. 2023; Xie e al.
2015; 2019).
Simila ly, Ba son e al. (2007) show ha emo ions like
empa hy and guil can compel indi iduals o help o he s o
make epa a ions. Thus, o he -p aising emo ions, including
awe, g a i ude, and ele a ion, which ha e been demons a ed
o s imula e p osocial beha io (Haid 2003; G eenbaum
255
Na u al Bo n Suppo e s? The Role o Pe sonali y T ai s o S akeholde s' Mo al Emo ions and…
e al. 2019), a e elici ed by a b and's ac ions pe cei ed
as mo ally posi i e. Such emo ions p omp consume s o
exp ess hemsel es in a posi i e manne and o iden i y mo e
s ongly wi h he company (G appi e al. 2013; Wannow
e al. 2023; Xie e al. 2015; 2019).
Wannow e al. (2023) addi ionally demons a e he sig-
ni ican in luence o mo al emo ions on issue ad ocacy.
Issue ad ocacy can be de ined as consume s' commi men
o socio poli ical causes (Wannow e al. 2023; Xie e al.
2019). Consume esponses pe ain o beha iou al in en-
ions owa ds he co po a e b and, whe eas issue ad ocacy
conce ns beha iou al in en ions in ela ion o he issue ha
he b and's ac i ism is conce ned wi h.
Recen s udies ha e highligh ed he signi icance o in ui i e
and emo ionally in luenced mo al e alua ions, pa icula ly in
he con ex o companies’ socio-poli ical commi men s (Wan-
now e al. 2023; Xie e al. 2015; 2019). Ne e heless, he e
emains a esea ch gap wi h ega d o he de e minan s o
hese mo al e alua ions and beha iou al in en ions in he con-
ex o co po a e b and ac i ism i es o ms.
The Role o Pe sonali y T ai s
The Big Fi e model is a widely accep ed concep ualisa ion
o human pe sonali y, based on i e p incipal dimensions.
The i e dimensions a e openness, neu o icism, ex a e sion,
ag eeableness, and conscien iousness (Ramms ed e al. 2023).
Each o hese dimensions is bipola , encompassing bo h high
and low le els o a pe sonali y ai . Ex ensi e esea ch has
demons a ed he obus ness o his model ac oss di e se cul-
u es and con ex s wo ldwide (Pie Ca lo e al. 2014).
The Big Fi e pe sonali y ai s and hei consequences
ha e been he subjec o ex ensi e esea ch in a mul i ude o
con ex s o e he pas decades (P inzie e al. 2009; Zhao and
Seibe 2006; Se h and Soch 2024). Among o he s, esea ch
has demons a ed connec ions be ween pe sonali y ai s,
he de elopmen o mo al emo ions (Hughes e al. 2020;
Lapsley and Hill 2009) and beha iou al in en ions (Li and
Ruzicka 2022), as well as speci ically social media use (Liu
and Campbell 2017). Consequen ly, Pe e a e al. (2023) posi
ha an indi idual's pe sonali y ai s a e "closely ela ed o
how hey in e ac wi h o he s, p ocesses in o ma ion, and
makes decisions" (p. 125).
Fu he mo e, s udies ha e indica ed he ele ance o
indi idual pe sonali y ai s in a b and con ex (Fazli-Salehi
e al. 2022; Ma zle e al. 2006; Mulyanega a e al. 2009),
online wo d-o -mou h (Anas asiei and Dospinescu 2018)
and consume esponses o CSR communica ions (Mosca o
and Hopp 2019).
In ligh o his, in he ollowing, hypo heses a e de el-
oped ega ding he speci ic in luence o he Big Fi e
model dimensions on he exp ession o mo al emo ions
and beha iou al in en ions in he con ex o b and ac i -
ism i es o ms.
Openness
The openness dimension o he Big Fi e model desc ibes
an indi idual's willingness o engage in a a ie y o expe i-
ences and o be cogni i ely lexible (Robe s e al. 2023;
Ramms ed e al. 2023). Indi iduals wi h high le els o
openness a e dis inguished by hei in ellec ual cu iosi y
and pu sui o no el ideas and expe iences.
The ex an li e a u e indica es ha openness is posi-
i ely associa ed wi h a ious dimensions o poli ical
pa icipa ion. Such ac i i ies include discussing poli i-
cal issues, ac i ely engaging wi h poli ical con en , pa -
icipa ing in a ious o ms o online poli ical ac i i ies
and exp essing poli ical opinions on he in e ne (Russo
and Amnå 2016; Ha e al. 2013). Fu he mo e, openness
exe s an in luence on he o ma ion o poli ical opinions
and ideologies among s akeholde s, wi h hese being p e-
dominan ly associa ed wi h libe al iewpoin s (Ge be
e al. 2010; Hibbing e al. 2010). Simila , in he con ex
o he sys em jus i ica ion heo y e.g. Jos e al. (2008)
ha e shown ha openness was nega i ely associa ed wi h
conse a ism and posi i ely associa ed wi h libe alism.
Fu he mo e, hose wi h a high deg ee o openness a e
mo e likely o engage in uncon en ional poli ical ac i i ies
and o accep new ideas ha challenge he exis ing social
o de (Roe s e al. 2013; Robe s e al. 2023; Ramms ed
e al. 2023).
Con e sely, in acco dance wi h he heo y o planned
beha iou (Ajzen 1991), i has been demons a ed ha
indi iduals wi h high le els o openness end o ac in
opposi ion o hei subjec i e no ms. Subjec i e no ms
desc ibe he social p essu e ha an indi idual expe iences
wi h ega d o pe o ming o e aining om a speci ic
ac ion (Bošnjak e al. 2020). This endency can be a ib-
u ed o an enhanced pe cep ion o beha iou al con ol and
is suppo ed by s ong inne mo i a ions and con idence in
one's own abili ies (Li and Ruzicka 2022).
This can esul in he si ua ion whe eby indi iduals wi h
a high deg ee o openness may eel o he -p aising emo-
ions owa ds a co po a e b and ha has become emb oiled
in con o e sy as a esul o i s ac i ism. This sugges s ha
such indi iduals may expe ience posi i e mo al emo ions,
such as awe, g a i ude and ele a ion o a co po a e b and,
e en in he ace o social p essu e.
Thus, he ollowing hypo hesis can be o mula ed:
H1 Openness is a p edic o o o he -p aising emo ions when
a co po a e b and is exposed o a i es o m due o b and
ac i ism.
256 E.-L.Rogo zki, C.Rudelo
Neu o icism
The ai o neu o icism is de ined as a endency owa ds
emo ional ins abili y, which is o en associa ed wi h nega i e
emo ionali y. Indi iduals exhibi ing a high le el o his ai
a e equen ly p one o nega i e emo ional s a es, includ-
ing anxie y and dep ession (Robe s e al. 2023; Russo and
Amnå 2016; Ramms ed e al. 2018).
In acco dance wi h social iden i y heo y (Taj el and
Tu ne 1979; McGowan e al. 2016), he pe cep ion o ano-
nymi y in online en i onmen s has he po en ial o ein o ce
he iden i ica ion o indi iduals wi h hei espec i e in-
g oups, he eby p omo ing compliance wi h he no ms and
alues associa ed wi h hese g oups. Nega i e expe iences,
in pa icula , ha e been shown o p omo e g oup cohesion
and o mo i a e indi iduals o de end he ideologies o hei
in-g oup (Nau o h e al. 2015). Fo indi iduals wi h high
neu o icism, his could indica e a heigh ened eac i i y in
such con ex s, pa icula ly insi ua ions pe cei ed as s ess-
ul o h ea ening, such as a i es o m. Addi ionally, he
impac o subjec i e no m on in en ion is mo e p onounced
in indi iduals wi h high le els o neu o icism, indica ing a
g ea e likelihood o hei in en ions being in luenced by
social p essu es (Rhodes e al. 2002). This may mani es as
nega i e, o he -condemning emo ions owa ds a b and (Li
and Ruzicka 2022; Robe s e al. 2023).
Con e sely, esea ch indica es ha ele a ed neu o icism,
despi e i s co ela ion wi h ad e se emo ional s a es, can
also acili a e enhanced in ol emen in poli ical ac i i ies
(Mondak e al. 2010). The s udy o Mondak e al. (2010)
implies ha a posi i e ela ionship be ween high le els o
neu o icism migh ha e a posi i e e ec on poli ical engage-
men as i was ound ha he in e ed scale o high emo-
ional s abili y (low neu o icism) has a signi ican nega i e
impac on poli ical engagemen .
Such engagemen may se e o in luence and coun e ac
he insecu i ies o ea s ha indi iduals wi h high neu o i-
cism eel, including hose pe aining o b and ac i is issues
(Russo and Amnå 2016). Simila ly, Pe e a e al. (2023) ha e
iden i ied a co ela ion be ween neu o icism and he use o
ha e speech on he social media pla o m X ( o me ly known
as Twi e ). I can be a gued ha use s wi h high neu o icism
ac o s seek g ea e a en ion om socie y in o de o eel
sa e and o o e come hei emo ional imbalance. The e o e,
hey end o engage in nega i e consume esponses owa ds
b ands on social media.
Simila ly, p e ious s udies sugges ha highe le els o
neu o icism p edic a g ea e likelihood o nega i e eac ions
o pe cei ed b and ailu es (A iq e al. 2022; Swamina han
and Kuba Dokumaci 2021; Se h and Soch 2024; Yada
2024). Also, esea ch has shown ha neu o icism is posi-
i ely co ela ed wi h scep icism owa ds b ands' CSR com-
munica ions, especially as consume s wi h high neu o icism
sco es expec b ands' CSR mo i es o be sel ish a he han
e hically genuine (Mosca o and Hopp 2019).
Thus, he ollowing hypo heses can be posi ed:
H2 Neu o icism is a p edic o o o he -condemning emo-
ions when a co po a e b and is exposed o a i es o m due
o b and ac i ism.
H3 Neu o icism is a p edic o o nega i e s akeholde
esponses when a co po a e b and is exposed o a i es o m
due o b and ac i ism.
Ex a e sion
In acco dance wi h he Big Fi e model o pe sonali y, indi-
iduals exhibi ing high le els o ex a e sion end o dis-
play a p ocli i y o ai s such as sociabili y, ac i i y, and
asse i eness (Robe s e al. 2023; Ramms ed e al. 2023).
Thus, hey a e cha ac e ised by hei ac i e engagemen and
p onounced p esence in social in e ac ions.
As sociabili y and ac i i y a e ace s o ex a e sion, s ud-
ies ha e iden i ied a s ong co ela ion be ween ex a e sion
and he equency o pos ing new con en on social media
(Bowden-G een e al. 2020).
Fu he mo e, addi ional esea ch has iden i ied a co ela-
ion be ween ex a e sion and he use o posi i e language
in online commen s and he u ilisa ion o he 'liking' unc ion
(Bowden-G een e al. 2020; Hall e al. 2014; Lee e al. 2014).
Mo e speci ically, ex o e ed indi iduals also demon-
s a e a p ocli i y o bo h high le els o poli ical pa ici-
pa ion and ex ensi e social media usage in he con ex o
online poli ical engagemen (Russo and Amnå 2016).
In acco dance wi h social iden i y heo y, indi iduals
u ilise g oup a ilia ions o enhance hei sel -es eem and
mi iga e insecu i ies (Rasko ic 2020). Ex o e s, who ha e
a s ong need o social ecogni ion, demons a e a obus
iden i ica ion wi h hei g oups. This mo i a es hem o
engage ac i ely in g oup ac i i ies and ein o ce hei social
iden i y (Nicholls and Rice 2017; Sun e al. 2017). On social
media, his is e idenced by hei high le el o pa icipa ion
in discussions and hei dedica ion o de ending and dissemi-
na ing hei opinions (Bowden-G een e al. 2020).
The heo y o planned beha iou lends u he suppo
o his a gumen a ion, indica ing ha ex o e s a e mo e
likely o ac con a y o subjec i e no ms. They expe ience
a highe deg ee o pe cei ed beha iou al con ol, which is
encou aged by hei s ong inne mo i a ion and con idence
in hei abili ies (De B uijn e al. 2009; Li and Ruzicka
2022). This can esul in a scena io in which, when co -
po a e b ands a e engul ed in a i es o m as a consequence
o hei ac i ism, indi iduals wi h a high le el o ex a e -
sion will demons a e posi i e esponses, such as pos ing
257
Na u al Bo n Suppo e s? The Role o Pe sonali y T ai s o S akeholde s' Mo al Emo ions and…
o suppo i e commen s, e en in he ace o (o p ecisely
because o ) social p essu e exe ed on he b and.
Thus, he ollowing hypo hesis can be de i ed:
H4 Ex a e sion is a p edic o o posi i e s akeholde
esponses when a co po a e b and is exposed o a i es o m
due o b and ac i ism.
Ag eeableness
The ai o ag eeableness is cha ac e ised by a endency o
a oid con lic and a need o be liked by o he s. Indi iduals
wi h high ag eeableness sco es ypically display p osocial,
coope a i e beha iou and iendliness (Robe s e al. 2023;
Russo and Amnå 2016; Ramms ed e al. 2018).
In he con ex o online poli ical engagemen , esea ch
indings indica e a co ela ion be ween high ag eeableness
and educed pa icipa ion in non-elec o al poli ical ac i i ies.
This encompasses diminished online poli ical engagemen
and a decline in in e ne -based ac i ism (Ha e al. 2013;
Russo and Amnå 2016; Robe s e al. 2023). This eluc ance
is likely a ibu able o a desi e o main ain ha monious ela-
ions and a oid con lic ual dispu es.
In ela ion o social iden i y heo y, indi iduals wi h high
ag eeableness place a signi ican emphasis on main aining
ha monious ela ionships and social cohesion wi hin hei
social g oup. This is pa icula ly pe inen in he con ex o
c isis e en s, such as a boyco , whe e he p essu e o ac in
acco dance wi h g oup no ms can in ensi y (Chan e al. 2018;
Li and Ruzicka 2022; Taj el and Tu ne 1986). Consequen ly,
hose who sco e high in ag eeableness end o demons a e
hei coope a i e and accommoda ing disposi ions h ough
alignmen wi h hei in-g oups. Thus, ag eeableness and g oup
iden i ica ion show a posi i e co ela ion (Sagi e al. 2012).
These indi iduals eschew con lic s ha could comp o-
mise g oup ha mony, which may diminish hei inclina ion
o engage in con o e sial issue ad ocacy. Consequen ly,
i can be pos ula ed ha indi iduals wi h high sco es in
ag eeableness will demons a e educed in ol emen in
issue ad ocacy in he con ex o b and ac i ism, pa icula ly
unde i es o m condi ions. Such indi iduals a e likely o
exe cise g ea e cau ion wi h ega d o ac ions ha may be
associa ed wi h con lic and could dis up g oup ha mony.
Simila ly, ecen s udies ha e indica ed ha indi iduals wi h
high ag eeableness ai s end o p e e comp omising s a e-
gies o e damaging ones in he e en o a co po a e b and's
ailu e (Sameeni e al. 2024; Se h and Soch 2024).
Thus, he ollowing hypo hesis can be de i ed:
H5 Ag eeableness is a nega i e p edic o o issue ad ocacy
when a co po a e b and is exposed o a i es o m due o
b and ac i ism.
Conscien iousness
Conscien iousness encompasses skills such as sel -con-
ol, ule ollowing and pu pose ul ac ion. Indi iduals
who exhibi high le els o conscien iousness a e ypically
cha ac e ised by hei delibe a e ac ions, e ec i e o gani-
sa ional skills and commi men o ul illing hei espon-
sibili ies (Robe s e al. 2023; Ramms ed e al. 2023).
Resea ch has demons a ed a co ela ion be ween con-
scien iousness and poli ical ac i i ies such as poli ical
discussions and o ing (Gallego and Obe ski 2012, Hib-
bing e al. 2010). This is o en concep ualised as he ul il-
men o ci ic du y (Gallego and Obe ski 2012). Klo s ad
(2009) demons a es ha engaging in poli ical discussions
posi i ely in luences ci ic pa icipa ion. This implies ha
indi iduals wi h high le els o conscien iousness a e mo e
likely o engage in poli ical p ocesses and pe cei e hese
as pa o hei ci ic du y as ci izens.
In acco dance wi h social iden i y heo y, b and ac i -
ism has he po en ial o acili a e he de elopmen o a
posi i e social iden i y among conscien ious s akeholde s.
By engaging wi h b ands ha a e commi ed o social o
en i onmen al jus ice, hese s akeholde s may eel a sense
o belonging o an e hically supe io communi y, which
can enhance hei sel -es eem and sel -pe cep ion (Chan
e al. 2018; Li and Ruzicka 2022; Taj el and Tu ne 1986).
Fu he mo e, in he con ex o he heo y o planned
beha iou , i is emphasised ha s akeholde s wi h a high
le el o conscien iousness eel a s ong sense o con ol
o e hei li es and assume ha hey can achie e hei
goals h ough hei own e o s (Ramms ed e al. 2023;
Li and Ruzicka 2022). Rhodes e al. (2002) suppo he
no ion ha conscien iousness mode a es he ela ionship
be ween in en ion and beha iou . Indi iduals wi h high
le els o conscien iousness, cha ac e ised by o de liness,
du i ulness, and sel -discipline, a e mo e likely o ollow
h ough wi h hei in en ions, sugges ing a s ong p edic-
i e capabili y o his ai in beha iou al ou comes.
This con ic ion may enable hem o ega d occu ences
such as i es o ms as po en ially su moun able and o
emain ac i e, a he han being dishea ened by ex e nal
ac o s such as pe cei ed social p essu e. Acco ding o
Packe (2010), conscien iousness p edic s a g ea e will-
ingness o in luence one’s g oup h ough he exp ession o
dissen ing opinions.
The e o e, he ollowing hypo hesis can be s a ed:
H6 Conscien iousness is a p edic o o issue ad ocacy when
a co po a e b and is exposed o a i es o m due o b and
ac i ism.
258 E.-L.Rogo zki, C.Rudelo
Me hods
To answe he esea ch ques ion and es hypo heses, a s uc-
u ed online su ey was c ea ed in ol ing a ea men in he
o m o a ideo example simula ing a i es o m scena io o
a co po a e b and.
Scena io
The selec ed scena io was a i es o m si ua ion. In o de o
simula e his, a socio-poli ical opic ha is conduci e o co -
po a e b and ac i ism was selec ed.
In o de o iden i y sui able pola ising opics, seconda y
s a is ics we e employed o asce ain a con o e sial subjec
ha is discussed ac oss he gene al popula ion. In his con-
ex , he opic o mig a ion was selec ed, as i is an issue o
signi ican salience and con o e sy in Ge many, he coun y
in which he s udy was conduc ed (He old e al. 2023).
A ic i ious co po a e b and was c ea ed and his b and
published he ollowing s a emen in he scena io on he
social media pla o m Ins ag am which p o oked pola ised
eac ions om social media use s:
“Ou co po a e cul u e h i es on di e si y and inclusion!
Talen ed people wi h a mig a ion backg ound a e e y wel-
come he e and en ich ou eam wi h hei unique pe spec-
i es and skills. We i mly belie e ha ou di e si y makes
us s onge and inspi es ou c ea i i y. #Di e si yD i esUs
#WelcomeAll”.
The i es o m si ua ion was ep esen ed by a la ge num-
be o nega i e commen s ecei ed on he ic i ious b and's
pos . In o de o simula e he imp ession o a dynamically
de eloping i es o m as ealis ically as possible, a ideo was
c ea ed wi h an anima ion in which he commen s we e ap-
idly aded in one a e he o he . In addi ion, a desc ip i e
ex explained ha he company is subjec o s ong media
c i icism. Sc eensho s o he ea men a e p esen ed in
Appendix A.
Measu emen s
To measu e pe sonali y dimensions, he Big Fi e model,
mo e p ecisely he BFI-2-XS acco ding o Ramms ed e al.
(2018), which is based on he o iginal e sion o he BFI-
2-XS by John e al. (2017), was employed. Fo each pe son-
ali y dimension h ee i ems we e used.
The measu emen o he cons uc o he -p aising emo-
ions was based on a sho ened e sion o he Xie e al. scale
(2019), which includes he emo ions amazed, hank ul and
ouched.
A sho ened e sion o he scale o Xie e al. (2015) was
used o measu e o he -condemning emo ions, which includes
he emo ions con emp , ange and dis as e.
Posi i e esponses we e measu ed on he basis o a sho -
ened e sion o he scale o Xie e al. (2015), which con ains
ou dimensions: posi i e wo d-o -mou h, b and iden i ica-
ion, ac i ely, esis ance o nega i e in o ma ion, and he
in en ion o in es in his company. A o al o nine i ems
we e employed.
The measu emen o nega i e esponses ollowed a sho -
ened e sion o he scale desc ibed by Xie e al. (2015),
which includes he dimensions o nega i e wo d-o -mou h,
complaining and boyco ing. A o al o se en i ems we e
employed.
Issue ad ocacy was measu ed using he scale as employed
by Wannow e al. (2023).
All i ems we e measu ed wi h a i e-poin Like scale
('s ongly disag ee' o 's ongly ag ee').
Implemen a ion o heOnline Su ey
A pilo es o he esea ch ins umen was conduc ed, in
which es subjec s (n = 12) we e in e iewed o es he ech-
nical unc ionali y and he comp ehensibili y o he ques-
ionnai e as well as he ea men .
The pilo es indica ed ha he majo i y o he ques ions
in he ques ionnai e we e unde s ood and answe ed co -
ec ly. Howe e , he e we e comp ehension p oblems wi h
he scena io ea men , pa icula ly in he desc ip ion o he
i es o m si ua ion. Fo his eason, he explana o y ex o
he scena io was expanded and cla i ied. Fu he mo e, he
wo ding was op imised, he o de o he ques ions adjus ed
and he layou o he ques ionnai e modi ied.
In o de o check he in ended pe cep ion o he scena io
as a co po a e b and ac i ism i es o m, a con ol ques ion
abou he pe cep ion o he ea men was included.
The da a collec ion phase o he s udy an om 24 May
o 27 June 2024. Da a was collec ed h ough con enience
sampling. The su ey link was dis ibu ed by he au ho s ia
mail and social media pla o ms.
Sample
An a p io i powe analysis using G*Powe was conduc ed o
de e mine he equi ed sample size. The analysis was based
on an expec ed medium e ec size ( 2 = 0.15), an alpha le el
o 0.05, and a desi ed s a is ical powe o 0.95. The powe
analysis indica ed ha a minimum sample size o 176 pa -
icipan s would be needed o de ec a s a is ically signi ican
e ec wi h su icien powe .
A o al o 203 people we e su eyed, esul ing in n = 186
comple ed ques ionnai es. To ensu e da a quali y, cases we e
excluded due o inco ec ly answe ed con ol ques ions.
Fu he mo e, implausible o inconsis en in o ma ion was
emo ed. This esul ed in an adjus ed sample o (n = 178).
259
Na u al Bo n Suppo e s? The Role o Pe sonali y T ai s o S akeholde s' Mo al Emo ions and…
The sample comp ises 72 men (40.4%) and 106 women
(59.6%). The pa icipan s a e be ween 18 and 83yea s old.
(M= 29.32; SD = 10.58). Wi h ega d o educa ional quali i-
ca ions, he majo i y o pa icipan s had a uni e si y deg ee
(N = 74, 41.6%), ollowed by people wi h a gene al highe
educa ion en ance quali ica ion (Abi u ) (N = 48, 27%).
Fo an o e iew o he desc ip i e cha ac e is ics o all
i ems and cons uc s, see Table1.
Table 1 Desc ip i es
Sou ce: Au ho s own wo k
Va iables Mean SD Alpha
O he -p aising emo ions 2.92 1.01 0.89
Amazed 3.17 1.11
Thank ul 2.87 1.18
Touched 2.71 1.12
O he -condemning emo ions 2.30 1.27 0.95
Con emp 2.29 1.37
Ange 2.21 1.33
Dis as e 2.39 1.32
Posi i e consume esponses 2.94 0.97 0.87
I in end o speak well o he company o my iends, amily and o he people 2.91 1.12
I ind i easy o o gi e his company o mis akes 2.95 1.03
I iden i y wi h he company 2.66 1.21
My cha ac e is ics, goals, alues and e hical beha iou a e in line wi h hose o he company 3.23 1.18
Nega i e consume esponses 2.14 1.20 0.94
I in end o ell iends, ela i es and o he people nega i e hings abou his company 2.37 1.36
I'm going o complain abou he company 2.02 1.28
I would encou age local supplie s o o he companies no o do business wi h his company 2.03 1.28
Issue ad ocacy 3.03 0.98 0.83
I would pu p essu e on his company 2.15 1.31
I would exp ess my opinion o iends, amily o colleagues 3.64 1.16
I would ake pa in poli ical discussions 2.67 1.24
I would also ake pa in collec i e ac ions, such as pe i ions 2.82 1.32
I like o ollow an opinion leade on his opic (e.g. an in luence o poli ician) 2.67 1.33
I o e o a pa y ha is commi ed o his issue 3.34 1.29
Openness 3.41 1.01 0.77
I am in e es ed in abs ac conside a ions 3.32 1.29
I am passiona e abou a , music and li e a u e 3.55 1.28
I am o iginal, de elop new ideas 3.35 1.11
Neu o icism 2.07 1.02 0.82
I am balanced, no easily upse 2.92 1.23
I am o en dep essed, downhea ed 2.67 1.15
I o en wo y 3.32 1.19
Ex a e sion 3.09 0.94 0.74
I am a he quie 2.82 1.24
I end o ake he lead 3.13 1.11
I am ull o ene gy and zes o ac ion 3.32 1.11
Ag eeableness 3.45 0.97 0.76
I am some imes ude and ha sh 3.40 1.31
I am empa he ic, wa m-hea ed 3.70 1.06
I us o he s easily 3.26 1.17
Conscien iousness 3.59 1.19 0.59
I am a he messy 3.16 1.37
I am eliable, you can coun on me 4.02 1.02
266 E.-L.Rogo zki, C.Rudelo
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Publishe 's No e Sp inge Na u e emains neu al wi h ega d o
ju isdic ional claims in published maps and ins i u ional a ilia ions.
Emily‑Louise Rogo zki is an independen consul an ad ising compa-
nies on b and managemen and ma ke ing s a egies. She holds a Mas-
e ’s deg ee in B and Managemen om he Mac omedia Uni e si y
o Applied Sciences. He esea ch in e es s lie in b and managemen
and social media ma ke ing.
Ch is ian Rudelo is a p o esso o media and b and managemen a
Mac omedia Uni e si y o Applied Sciences. He ecei ed his PhD om
he Uni e si y o Hambu g. P io o his academic ca ee , he wo ked
as a senio communica ions consul an and co po a e communica ions
manage . M Rudelo ’s cu en esea ch in e es s a e b and manage-
men , s a egic communica ion, and en ep eneu ship.
