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Emancipatory Ethical Social Media Campaigns: Fostering Relationship Harmony and Peace

  • Arsalan Mujahid Ghouri
  • Pervaiz AkhtarEmail author
  • Maya Vachkova
  • Muhammad Shahbaz
  • Aviral Kumar Tiwari
  • Dayananda Palihawadana
Original Paper

Abstract

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 Anthem”: a mash-up between Pakistani and Indian national anthems, performed by famous artists and broadcasted in the wake of Independence Day in India and Pakistan. We examine the effect of listening to the anthem medley on relationship harmony using a longitudinal study design and contribute to the burgeoning body of knowledge on peace music and relational musicology fostering relationship harmony. Study 1, consisting of 1048 cases, determines the effects of the likeability of the “Peace Anthem” and education on relationship harmony, and it also examines the moderating role of education. Study 2 with 605 cases investigates the persistency of these effects over time. The results demonstrate significant relationships between the likeability of the “Peace Anthem” and education with relationship harmony, as well as validate the moderating role of education. Although these effects decrease over time, there are noteworthy changes that consequently call for the persistence of ethical social media campaigns for stimulating peace. We discuss the policy implications of these findings and conclude with study limitations and recommendations for further research.

Keywords

Peace music Relationship harmony Emancipatory ethics Social media campaigns 

Notes

Compliance with Ethical Standards

Conflict of interest

All Authors involved in this study declare that they have no conflicts of interest.

Ethical Approval

All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards.

Informed Consent

The informed consent was obtained from all individual participants included in the study.

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Copyright information

© Springer Nature B.V. 2019

Authors and Affiliations

  • Arsalan Mujahid Ghouri
    • 1
    • 5
  • Pervaiz Akhtar
    • 2
    • 4
    Email author
  • Maya Vachkova
    • 3
  • Muhammad Shahbaz
    • 5
  • Aviral Kumar Tiwari
    • 5
  • Dayananda Palihawadana
    • 6
  1. 1.Faculty of Management and EconomyUniversiti Pendidikan Sultan IdrisTanjung MalimMalaysia
  2. 2.Kent Business SchoolUniversity of KentCanterburyUK
  3. 3.Hull University Business SchoolUniversity of HullHullUK
  4. 4.IESEG School of ManagementParisFrance
  5. 5.Montpellier Business SchoolMontpellierFrance
  6. 6.Leeds University Business SchoolLeedsUK

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