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  1. Emancipatory Ethical Social Media Campaigns: Fostering Relationship Harmony and Peace.Arsalan Mujahid Ghouri, Pervaiz Akhtar, Maya Vachkova, Muhammad Shahbaz, Aviral Kumar Tiwari & Dayananda Palihawadana - 2020 - Journal of Business Ethics 164 (2):287-300.
    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 (...)
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