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Social media platforms have matured into significant arenas for moral conflict and often intense confrontation between brands and their consumers. This research aims to scrutinize the strategic development of a fresh brand entity deliberately detached from its morally compromised corporate parent, intended to reshape public perceptions and elude regulatory scrutiny.

Promoted as a center for transformative dialogue and innovation, Mission Winnow by Philip Morris is a novel example of a brand creating an entirely separate brand entity to provide sponsorship, and to associate itself with new brand values. This study employs a multisited netnography through which the posts and conversations on Mission Winnow’s platform and website hub are captured and interpreted, as well as the branded content and the free flows of consumers’ conversations generated around the brand on social media.

Findings reveal a broad interchange of moral controversy, acceptance and opposition discourses on social media. When consumers’ acceptance narratives gain traction, consumers extend their support toward the new brand entity, employing strategies that echo moral rationalization and decoupling. When resistance narratives dominate, consumers consciously draw connections between the decoupled brand and the parent brand’s immoral behavior.

This study expands upon prior research into brand activism and consumers’ moral reasoning toward controversial brands, linking the notion of brand decoupling to brand activism discourse and introducing key underexplored aspects like the power of imagery, linguistic creativity and nostalgia. Moreover, it presents significant implications for a more nuanced understanding of the important interrelationship of brand decoupling and recoupling on social media.

This study aims to expand understanding of the diversity of virtual influencer forms by investigating their nonhuman-like, animal and graphic or cartoon variations.

A three-year multisite longitudinal netnography studied 174 virtual influencers and spanned ten social media platforms. Typological categories were constructed from the data set, focusing on 14 influencers located across quadrants. In-depth findings were then developed for eight illustrative cases.

Findings deepen the knowledge of the virtual influencer sphere by highlighting diversity in human-like, nonhuman-like, imaginative and realistic forms. The authors postulate four types of virtual influencers: hyper-human, antihuman, pan-human and alter-human. These forms are linked to specific personalities and communication styles, addressing various consumer needs. Imaginatively represented virtual influencers may prompt audiences to reevaluate beliefs, values and behaviors. These findings challenge prior work’s focus on attractive, hyperreal and human-like virtual influencers, encouraging consideration of divergent types engaged in novel meaning-shaping activities and targeting different segments.

This research paves the way for consumer and marketing researchers and practitioners to broaden their representations of virtual influencers beyond the human-like, beyond the commercial and into new worlds of fantasy, imagination and posthuman possibility.

Different types of virtual influencers speak to diverse audiences and convey marketing messages in subtly different ways. Some forms of virtual influencers fit into roles like defiant voices, oppositional characters, activists, educators, entertainers and change leaders. As the universe of virtual influencers diversifies, this research opens new avenues of marketing for brands.

This study pioneers comprehensive qualitative research across the universe of virtual influencers and their communities, exploring links to popular culture. It offers connections between virtual influencer forms and communication strategies for marketers.

Studies that inquire in-depth into whether the Corporate Communications Officer (CCO) is an entrusted corporate executive and enacts a genuine leadership of his/her own style are generally neglected. The purpose of this paper is to unravel the leadership nature of the CCO beyond the managerial role. More specifically, the authors collected accounts of the span of the professional life and job experiences of CCOs, with the aim of understanding how their leadership, if any, can be depicted.

The authors developed a qualitative research design to grasp the complexity of the CCO job experience. The authors chose a narrative approach involving a purposive sample of CCOs operating in global companies based in Italy to elicit and nurture their spontaneous reconstruction of the significant moments of their working lives.

Based on the interpretive analysis, the capability of the CCO to overcome the trap of the formal appointment seems to rely on the organic emergence of a genuine leadership. The turning point between his/her resting on the appointment or becoming a genuine leader is marked by the display of his/her humanistic nature that can be ascribed to the enactment of a conversational leadership.

While this is an exploratory qualitative study, it holds heuristic value in deepening the specific nature of genuine CCO leadership beyond an essentially task-based analysis of its managerial profile.

This study is aimed at revisiting the supply chain (SC) of a company, highlighting how communication supports SC management, emphasising how SC relationship-based processes are fostered by communication flows, and exploring how SC performance may be enhanced through coordinated management of interpersonal and internet-mediated communication forms.

The study follows a two-step qualitative methodological approach encompassing the building of a preliminary conceptual mapping, and preliminary testing, integration and revision of the conceptual mapping.

The findings highlight communication's primary role in identity management and image building of the SC, and its supporting role enhancing strategic and operational SC processes. Communication seems to act as a “cultural glue”, a “trade-off and compensation”, a “knowledge creation and dissemination”, a “relationship development and maintenance”, and an “alignment and integration” activity along the SC, fostering knowledge, managerial, relational and competitive SC performance dimensions.

The combination of SC and corporate communication academic knowledge with field SC managerial expertise allows the proposal of a preliminary conceptual framework illustrating the potential links among SC processes, communication and SC performance. The study provides also a set of research propositions to guide both future research and managerial practice in communication management along the SC.

This study offers a first exploratory “communicational view” of the SC, which beyond analysing communication in the corporate locus of the typical communication function explores the value of communication that is embedded in manufacturing processes and routines at the basis of corporate performance by developing a cross-functional communication approach.

Purpose: This study explores how the interplay between a passionate consumer and his embeddedness in the lively network of a consumer tribe represents a fertile environment for the emergence of an entrepreneurial venture that is able to combine micro- and macro-level concerns bridging tribe and marketplace needs.

Design/methodology/approach: The research, set within the context of an exemplar consumer’s entrepreneurial project, was conducted following a netnographic methodological approach.

Findings: By fluidly moving from within to outside the tribe in the wider marketplace, the entrepreneur crafts his own new space in the market through a cultural mediation work that effectively combines the affective, immaterial labor characterizing the social glue of the tribe collective ethos with entrepreneurial spirit and sharp marketing and consumer insight abilities. The entrepreneur acts as a resource integrator of traditional firm-driven and emerging consumer-driven marketplace without opposing existing market structures, but rather valorizing them through his intermediation work.

Research limitations: This is a single-case study that, although exemplar, needs to be expanded and consolidated with further empirical evidence.

Originality/value: The study contributes to extant literature on consumer-driven market emergence and new market system dynamics by uncovering the role of consumer entrepreneur as a reconfigurator of the existing market resources.

Extant branding literature is dominated by a metaphorical view of value co-creation in which the roles of brand actors remain unspecified. To help provide clarity, the purpose of this paper is to critically appraise how brand professionals understand brand value co-creation and perceive their role in facilitating it, with the aim of questioning its viability in day-to-day brand management practices.

Building on brand professionals’ reflexivity, the study develops a qualitative methodological glance via semi-structured interviews based on confrontational techniques with a purposive sample of 28 experienced brand decision-makers.

Brand professionals perceive accessibility, reciprocity and citizenship as the gateways provided by the firm for value co-creation to happen. Despite their enthusiastic rhetorical afflatus in making explicit their viewpoints about how firms can facilitate value co-creation, the current translation into practice of the role of the firm does not seem to be able to overcome the sender-biased approach that still resides in brand management.

To go beyond the limits of rhetorical representations and make brand value facilitation more actionable, the authors provide guidelines on how firms can create and enhance the circumstances for the co-creation of brand value to occur in interactions with consumers and stakeholders.

This study contributes to the critical actionability of the brand value co-creation by elucidating how firms currently perceive their facilitation role. The paper provides strategic recommendations to put co-creation rhetoric into practice by reframing and expanding the scope and the significance of brand management.

This paper aims to investigate the conceptualisation of corporate communication management (CCM) and its dimensionality from the practitioners’ perspectives. It proposes to validate an operational definition and dimensions of the CCM construct, which have not been identified in the literature.

The initial concepts are based on academic literature and followed by 12 face-to-face interviews with corporate communication practitioners and consultants from Malaysia to confirm the practicality of each dimension. QSR Nvivo Version 9.0 software is used to analyse the qualitative data. Then, the data are classified through deductive content analysis based on key words or themes.

The diverse perspectives are shown from the practitioners and consultants on the dimensionality of CCM. Most of the interviewees suggest that CCM dimensions include corporate advertising, corporate affairs, investor relations and employee communication within the corporate communication and other departments. They also found the public relations and media relations are clearly under corporate communications manager’s supervision. This research confirms the concept of CCM and its dimensionality to operationalise the CCM construct. The CCM dimensions also offer opportunities for further research to develop the measurement scales.

This research contributes to the clarification on the subject matter by developing clear concepts of the CCM and by offering insights about the role of the CCM dimensions, which help managers to more successfully incorporate the CCM dimension into the corporate management strategy. This paper also examines the concept of CCM and confirms its dimensionality, which helps in developing the CCM measurement for further quantitative research.