Social media battle beyond viral feminism: the cognitive and affective attitude divide toward #MeToo in tourism workplaces

Purpose This study proposes a conceptual framework that conceptualizes attitudes toward the #MeToo movement as comprising both cognitive and affective dimensions. Furthermore, it investigates how these attitudes, shaped by social media use, influence individuals’ perceptions of the perceived benefits and potential costs associated with the movement within tourism and hospitality workplaces. Design/methodology/approach Employing a quantitative research design and Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected via an anonymous online questionnaire completed by employees in the tourism and hospitality sector. Findings Findings reveal that social media use significantly enhances cognitive attitudes, fostering comprehension, awareness, and acceptance of the movement's aims, while it negatively impacts affective attitudes, often leading to emotional exhaustion and caution. Furthermore, cognitive attitudes emerge as significant predictors of perceived benefits, including empowerment, heightened awareness, and organizational reform, whereas affective attitudes are associated with perceived costs, such as fear, discomfort, and social polarization. Practical implications Tourism and hospitality organizations should acknowledge that exposure to #MeToo-related content on social media has the potential to shape both cognitive and affective attitudes within the workplace. The findings suggest that organizations should enhance employees’ cognitive awareness through targeted training initiatives, clearly defined reporting procedures, and a visible commitment from human resource management. Simultaneously, attention should be given to employees’ affective responses by promoting supportive leadership practices, establishing safe and open communication channels, and implementing structured protection mechanisms to ensure a secure and inclusive work environment. Originality/value This study contributes to the existing literature by differentiating between cognitive and affective attitudes toward the #MeToo movement and by examining their distinct influences on perceptions of the movement’s benefits and costs within tourism and hospitality workplaces.