In the ever-evolving landscape of digital communication, social media platforms have transcended their role as mere entertainment venues to become pivotal arenas for marketing and ethical discourse. A groundbreaking doctoral thesis from Åbo Akademi University, authored by Anna Granstedt, delves deeply into how social media sites like Instagram are not just stages for advertising but dynamic social spaces where the concepts of ethics, value, and legitimacy are continuously constructed and reconstructed through interactions between corporations and consumers.
Granstedt’s research breaks new ground by questioning the traditionally static view of corporate ethics, especially in the context of social media marketing. Rather than treating ethical communication as a set of rules or standards inscribed in company manuals, her findings reveal ethics as a fluid, evolving phenomenon. This fluidity is shaped in real time through an intricate interplay involving corporate messaging strategies, consumer responses, and the unseen influence of platform-specific algorithms that amplify or suppress certain narratives.
At the heart of her thesis lies a sophisticated analysis of how companies strategically employ ethically charged themes—such as sustainability initiatives, social inclusion, and corporate responsibility—to earn trust and enhance their reputations. These ethically framed messages are not merely altruistic communications; they function as vehicles generating what Granstedt terms “ethical value.” This concept refers to the perception among audiences that a brand is morally attuned while simultaneously providing users with a sense of personal benefit or alignment with their values.
Yet, what makes social media marketing particularly complex and fascinating is the duality between intention and perception. Although corporations may prioritize metrics like visibility, engagement, and ultimately sales, the reception of these messages by consumers is neither passive nor unidirectional. Instead, users reinterpret, remix, and repurpose corporate content—through mechanisms such as selfies, personalized hashtags, and storytelling—thereby reshaping the original ethical narrative. This participatory role of consumers implies that brand identity and ethical standing are co-constructed, often in ways that companies themselves cannot fully anticipate or control.
This decoding and re-encoding by consumers mean that ethical messaging on platforms like Instagram is highly contingent on context, community norms, and the evolving discourse among users themselves. Granstedt’s thesis argues that these dynamics underscore a more nuanced understanding of ethics—not as fixed dogmas but as negotiated values that fluctuate through social interactions. The immediacy and visibility of social media conversations expedite this renegotiation process, allowing shifts in public perception to occur rapidly and with significant impact.
One particularly intriguing facet of the research is the critical role of platform algorithms in this ethical ecosystem. These algorithms act as gatekeepers and curators by determining which posts rise to prominence and which fall into obscurity, thereby influencing not only commercial success but also which ethical narratives gain traction. The algorithmic dimension adds a layer of complexity, as companies must navigate not just human perceptions but also the opaque logics embedded within platform design to effectively communicate their values.
Moreover, the findings articulate that social media cannot simply be viewed through the lens of traditional marketing frameworks. Instead, these platforms constitute vibrant social spaces where ethical standards are democratically contested and constructed. This reality demands a shift in how businesses approach their online presence—from issuing static messages to engaging in ongoing dialogues that acknowledge the co-creative role of consumers and the technological mediation by platforms.
Granstedt’s research further highlights the inherent tension companies face in balancing genuine ethical commitments with commercial imperatives. While promoting sustainability or social justice can bolster a brand’s reputation, these messages must be authentic and resonate with consumer expectations to avoid backlash or accusations of performative activism, commonly known as “greenwashing” or “ethics-washing.” The rapid, public nature of social media discourse means that transgressions or insincerities can be swiftly punished by the court of public opinion.
This evolving framework challenges corporate communicators to develop more sensitive and responsive strategies that prioritize transparency, authenticity, and community engagement. Brands that recognize and respect the fluidity of ethical norms on social media—and that listen attentively to consumer feedback—are better positioned to build sustainable relationships and long-term legitimacy.
The implications of Granstedt’s work extend beyond marketing into broader societal conversations about morality, power, and influence in digital environments. It prompts a reevaluation of how ethical accountability is distributed in media ecosystems where corporations, consumers, and platforms form intertwined networks influencing public values.
Ultimately, the thesis serves as a crucial reminder that in the age of social media, ethics is a lived, shared experience rather than a static ideal. The continuous negotiation between companies, consumers, and algorithms constitutes an ongoing process through which modern digital cultures define what is considered responsible, valuable, and legitimate.
As social media continues to evolve and permeate everyday life, companies that wish to thrive must embrace the complexity of these interactions and move beyond simplistic paradigms of top-down ethical messaging. They should foster dialogues, recognize the participatory power of audiences, and stay agile in a fast-paced digital landscape where perceptions of ethics can shift overnight.
Anna Granstedt’s research marks a significant contribution to international marketing scholarship and digital media studies by illuminating the complex mechanisms through which social media shapes and reshapes ethical landscapes. Her work underscores the importance of viewing social platforms not just as marketing channels but as transformative social arenas where new norms and values emerge dynamically.
The full doctoral thesis, titled Power and Perception: Discursive Construction of Ethics, Ethical Value and Legitimacy in Social Media Marketing, was successfully defended at Åbo Akademi University on March 20, 2026. This pioneering research invites marketers, scholars, and social media users alike to critically reconsider the meaning and practice of ethics in our interconnected digital age.
Subject of Research: People
Article Title: Power and Perception: Discursive Construction of Ethics, Ethical Value and Legitimacy in Social Media Marketing
News Publication Date: Not provided (defended March 20, 2026)
Web References: Not provided
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Keywords: Social media, ethics, marketing, consumer engagement, digital communication, Instagram, corporate responsibility, ethical value, platform algorithms, legitimacy, sustainability, inclusion
