Shared Beliefs, Harmonious Outcomes: The Role of Corporate National Spirit Narrative in Shaping Online Consumer Complaints

ABSTRACT In the digital and multicultural era, online consumer complaints play a pivotal role in corporate sustainability. This study analyzes over 16 million consumer complaints from 2018 to 2023, constructing indicators for corporate national spirit narrative and consumer complaints in China's A‐share listed companies using machine learning and text analysis. Applying social exchange theory, we find that corporate national spirit narrative significantly reduces online consumer complaints. The key mechanism is that, by publicly expressing national spirit, firms signal their commitment to shared national values and social responsibility, thereby enhancing employee satisfaction and corporate market reputation. Heterogeneity analysis shows a stronger effect in firms with more employee stock ownership, businesses with greater consumer importance, and downstream firms in the supply chain. Additionally, the effects vary across complaint types and dimensions of national spirit. This study provides novel theoretical insights and empirical evidence for managing consumer complaints and advancing corporate environmental, social, and governance (ESG) practices in the digital age.