We scrutinize the direct and moderated impact of brands’ support for Black Lives Matter (BLM) on consumer responses. Our empirical strategy exploits Blackout Tuesday as a natural experiment in which BLM support occurred on Instagram (treated platform) but not on Twitter (control platform) to...

Companies have increasingly advocated social media technologies to transform businesses and improve organizational performance. This study scrutinizes the predictive relationships between social media and firm equity value, the relative effects of social media metrics compared with conventional...