From CSR to CSI: analysing consumers hostile responses to branding initiatives in social media-scape

Purpose - The paper analyses consumers hostile responses and 'creative re-interpretation of a proactive Corporate Social Responsibility (CSR) brand communication campaign on social media by a leading Italian company in the energy industry that came to be perceived as a reactive Corporate Social Irresponsibility (CSI) performance. Design/methodology/approach - Taking Palazzo and Basus framework of scapes (2007) as a starting point, the paper explores the intersection between branding and CSR studies. After consideration of the lack of empirical studies on this subject, a content analysis of tweets generated from the campaign Guerrieri of Enel is performed. Findings - Findings show the dialogic bottom-up approach results are ineffective due to the hijacking of original intent of the company in implementing its CSR communication initiatives. That is to say that corporate brand (CB) strategies can be easily re-interpreted in social media-scapein an opposing perspective, raising the risk of digital hijacking and boycotting initiatives. Practical implications - From a practical standpoint, the study informs managers so that they canevaluate complex problems implicated in the creation of CSR activities aimed at engaging consumers and virtual communities. Besides, the paper would like to aid managers when they facediscontent or activism, suggesting they should turn the attention of their stakeholders through a re-evaluation of relevant CSR activities, potentially leveraging on a loyal public which has completely interiorised CB values and can act as brand ambassadors. Originality/value The paper is one of the first attempts to study the nexus between CSR and CBin digitally-empowering contexts, clarifying the crucial role of social media-scape.