Bot Versus Humans: Who Can Challenge Corporate Hypocrisy on Social Media?

Social media offer opportunities for companies to promote their image, but companies online also risk being denounced if their actions do not align with their words. The rise of social media bots amplifies this risk, as it becomes possible to automate such efforts to highlight corporate hypocrisy. Our experimental survey demonstrated that bots and human actors who confront a corporation touting their commitment to equality by calling out organizational pay gaps damage perceptions of the corporation, heighten anger toward them, and ultimately can elicit boycott intentions. These hypocrisy challenges are equally effective when they come from bots and user accounts. Challenges to hypocritical behavior on social media are consequential and require further exploration.