Multinational Companies' (MNCs) commitment toward Corporate Social Responsibility (CSR) practices is gaining attention globally. While the thoughtfulness of MNCs on communal and ecological concerns is increasing since the world is observing environmental damage, decrease in greenhouse gases,...

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...