Business Ethics and Social Media: Contagious Emotions Executive Report

This report delves into the realm of business ethics, specifically examining the impact of contagious emotions on social networks, particularly Twitter and Facebook. It begins with an executive summary, followed by an introduction that defines business ethics and social media's role in expressing emotions. A comprehensive literature review explores emotional contagion, ethical research practices, and data privacy concerns, contrasting Facebook's actions with Twitter's approach. The report then outlines the research paradigm and methodology, including qualitative research methods. It emphasizes the importance of ethical considerations, such as informed consent and data confidentiality, to avoid unethical practices. The report highlights the ethical failings of Facebook's research and contrasts it with ethical guidelines. The report also discusses the importance of data validity, reliability, credibility, and trustworthiness in research, while emphasizing the need to avoid unethical practices. The report concludes by emphasizing the importance of ethical research in understanding and managing the impact of emotions on social media platforms, providing valuable insights for businesses and researchers alike.

Business Ethics and
Research

Executive Summary
Business ethics is form of the applied ethics that helps in examine ethical principles
which can identify in business environment. Emotions of an individual always fluctuates due to
changes in other factors such as; rude comments, impressive articles, blogs and so on. It shows
that every person having numerous of behaviour inside them which changes according to the
situations and act accordingly. Thus, this report is focusing towards sentiments of human beings
which get changes because social media. Some of the major sources which acts encourage
individual towards acting certain nature such as; anger of a person because of irrelevant
comments at social site. Therefore, assignment is throwing lights on major emotions of a person.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................1
Literature Review........................................................................................................................1
Paradigm (philosophical world view) and Methodology............................................................3
Data Sampling, Data gathering methods, Data analysis.............................................................5
Validity, Reliability, Credibility,Trustworthiness.......................................................................7
Research avoid being perceived as being unethical....................................................................8
REFERENCES................................................................................................................................9

Aim: “To determine the impact of contagious emotions on different social networks”.
INTRODUCTION
Business ethics is form of the applied ethics that examine moral and ethical principle
issues which can arise in business environment. It is apply to necessary aspected for conduct
business in a proper manner. It is study related to the business practices as well as policies
concerned to controversial problems for an instance discrimination, corporate governance,
fiduciary responsibilities and corporate social responsibilities. It is a duty of business firms to
conduct its business activities in an ethical manner (Berger, 2016). Social media is an interactive
computer- medicated technologies which facilitate creation as well as sharing ideas, information,
career interests and many other forms of expression through networks and virtual communities.
Social media sites such as Facebook, twitter, Instagram and so on which are used for
express the person feelings and emotions through online. With the help of all these websites,
people can connect with the each other in all over the world. There are various people who
update their status for share feeling on such sites whether it is contagious or not. The opinion that
emotional states can spread among people without their awareness are known as emotional
contagious. The research is going to highlight some dishonourable issues that has been raised
while conducting an unethical research on Facebook. Therefore, Twitter will be conduct a
research in an ethical manner in order to providing the better conclusion or outcomes. This study
analysed the last mood of people such as depression and happiness which can be shared on the
social network, but it will became controversial to the other people. Most of the people post
various status and pictures which are contagious in nature and it will create certain issues
(Gerbaudo, 2018). Under this, mention report will be discuss about the reliability, validity,
limitations and trustworthiness of study. An investigator avoid being perceived as being
unethical will also be mention in given report.
Literature Review
It is a kind of review article and it is scholarly paper that consists current knowledge
involving the substantive findings along with methodological and theoretical contributions.
Contagious emotions is a process under which an individual influence behaviour or emotions of
northern person by conscious or unconscious induction of emotion states as well as behavioural
attitudes. When any person laugh, there is sudden feel to respond in kind. If the expression of
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any person will be sad then there is a need to give empathetic response. Under this tendency for
person to automatically as well as unconsciously mimic emotional expression of others and
under several cases feel same feelings through exposure to the emotions in social interactions.
According to Facebook, it removed the positive posts from news feed of more than the
680000 users, which made some positive posts and more the negative. It is necessary to remove
the negative posts because it develops negative affect on firm. Under things, findings give the
experimental evidence that the emotions cane be contagious with out any direct communication.
In addition to , it can spread between people without their awareness. Lasting emotions for an
instance happiness as well as depression can be transferred through real-world social network but
in this finding have been more controversial because it depends on correlational evidence. With
the help of online social networking sites, firm can know about emotions of users. In addition to
Facebook, its users express emotions on its sites by giving their personal news feeds. On social
media sites, people show their emotions in a better manner. It is necessary that social companies
should collect data and information in an ethical manner. The emotions can be transferred to the
others through emotional contagion, leading persons experience same emotions without
emotions. It is a responsibility of firms to collect necessary data and use information of users in a
proper and effective manner. The Facebook conducted its research in an unethical and illegal
manner. It manipulated content of the users to induce changes in their feelings and emotions. On
the other hand, Twitter will conduct an investigation by following all ethical rules and
regulations. It is necessary that research should be conducted in a proper or ethical way. It will
help in collect relevant and accurate data from consumers and will also get better outcomes.
There are some ethical rules given below which researcher should follow at the time of
conducting investigation:
 It is necessary that researcher should not leak personal information of respondents
because it will be unethical.
 During conduct investigation, researcher should follow all rules and ethical
considerations in a better manner.
 An investigation should be conducted in an ethical way.
 At the time of conducting research, an investigator should gather data in ethical or legal
way.
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Privacy and internet is a main ethical issue. On social media sites, there is a main issue of
privacy because of hack of data and use inappropriate manner. The advertisers track web the
activities and also intrude on privacy. The social networking profiles, online transactions and
emails are scanned and this invading online privacy. Internet serves as means for interaction as
well as better platform for financial transactions and data is to be exchanged here. The internet
privacy consists addressing security requirements of information of users as well as preventing
the disclosure of personally identifiable details of users without any consent. With the help of
executed privacy laws, internet privacy can be avoided. By using the information of users in
negative manner, their emotions will be hurt badly. Confidentiality of participants and records is
another ethical issue. Under this, social media companies use information of users without their
permission. It is necessary to secure and keep their data confidential. The privacy concern with
the social media services is subset of the data privacy by including right of mandating the
personal privacy concerned to storing, provision to third parties, storing, re- purposing etc. It is
necessary that social networking sites should focus on provide privacy to users in a better
manner. On the basis of research, data manipulation as well as access was ethical but from
without consent, there are ethical failings concerned with norms of interventional research. In
addition to ethics, potential participants are supposed to go by process that is known as informed
consent. Under this, regulations as well as ethical codes are included.
Twitter is a social media site and on this there are emotions of different people found.
The people tweets on Twitter negative and positive. It compare sentiment of tweet of users to
ration of sentiments of all tweets which are appeared in feed of users. Twitter does not negatively
use news feeds which are posted through people. They mostly post their emotions which they
feel. It does not manipulate news feed of users other wise they will claim of Twitter. The twitter
does not use personal information of its users in wrong way and it follows all norms, rules and
ethics in a better manner. On the other hand, Facebook manipulated the people intentionally
news feed of around 70000 users on emotional contagion by social networks. According to
Federal Common Rule, it was illegal as well as unethical. Around 20% of Twitter users were
highly susceptible about the emotional contagion with more than half of tweets impacted. They
are impacted through the emotional contagion that were still less than twice that likely to be
impacted through positive tweets. If the news feed of users will be used in negative manner then
they can claim of social media website and it will develop negative impact on them. The users of
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social media could anxiety will the help of posting. It is necessary to keep positive attitude on
social media sites. It will never influencing the people. On the basis of opinion of Lewis, 2018 it
has been stated that emotional contagion can be occur on online social network without face-to-
face communication among two people. There are certain criteria to judge the authenticity of
report conducted by a researcher which are mentioned as below:
 All human subjects should provide informed consent before starts experiment and also
provide enough information through investigators to know about what they are getting
themselves.
 Users should be vetted through an institutional review board that vets legality of
experiment. The social media sites do not receive more funding for conduct an
investigation .
Paradigm (philosophical world view) and Methodology
Research methodology refer as the process which mainly used for selecting, recognising,
processing and analysing the data or information regarding specific theme. In this investigation,
researcher and authors can evaluate their study with the assistance of methodology so they can
get appropriate results in effective way (Madsen and et. al., 2013). Research methodology refer
as the process which mainly used for selecting, recognising, processing and analysing the data or
information regarding specific theme. In this investigation, researcher and authors can evaluate
their study with the assistance of methodology so they can get appropriate results in effective
way. Research methodology, moreover is used by an investigator for getting appropriate results.
For this, investigator use various tools and technologies for redefining problems so that
hypothesis and solutions can be determined. This further includes certain methods like research
designing, sampling methods, targeted population, process of data collection and ethical
considerations (Mercer, 2014). Further, in order to conduct the research in an effective manner,
certain objectives are made on the basis of which entire research is being conducted. Prime
motive of conducting this research is to know the impact of contagious emotions of 7,000
people who are active in Twitter. For instance, investigator has conducted a research on around
7,000 respondents in order to make the research ethical. Therefore, methodologies which
researcher will use are explained below for better understanding.
Paradigm (philosophical world-view): In relation with research, it is determine as a
distinctive set of concept that includes thoughts, theories and different kind of research
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methodologies that can help researcher in evaluating a better outcomes and results. In other
terms it is also known as revolutionary that bring changes in environment and business
environment. In a research it includes three basic components such as positivists, constructive
and pragmatists.
Methodology: It is consider as a systematic approach which is further applied in the field
for conducting further study. Methodology provides with an outline of conducting the research in
an effective manner. In other words, methodology includes different source of collecting data
and information like qualitative and quantitative research.
Research methods can be divided into various ways and there are different forms of
research methods which help in collecting and gathering data so they can solve main issues in
effective manner (Nummenmaa and et. al., 2012). There are two methods of research which play
an important role in collecting information are as under:
Qualitative research – It define as the procedure which assist in collecting and gathering
through observation. Qualitative research define the meaning, symbols, characteristics,
metaphors and description of things. It is determined as subjective and there are various types of
data collection methods that includes survey, questionnaires, group discussion, meetings, which
developed for gathered information.
Quantitative research – It is play an vital role in research that help in gathering and
collecting more accurate data and information in form of statistical, numerical and figures. This
can be considered as method which can help in collecting data regarding specific topic in proper
manner.
In this research, qualitative method is identified as a most appropriate approach of data
analysis because it encounter views and opinions of respondents in a detailed manner. This
technique consider more ethics and values because in these practices, investigator can collect
data only from those respondents who are comfortably believes in them. This method is more
easier than quantitative approach because analyst can provide appropriate information to
individuals regarding its agendas in specific manner whereas it is hard to provide exact
information of quantitative practices. The major ethics of qualitative methods are researcher can
discuss each aspect of research to participant and capture reflexive stance towards analysis.
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Data Sampling, Data gathering methods, Data analysis
Data Sampling is determine as a statistical analysis which is used for analysing and
manipulating subset of data. Therefore, with the help of sampling researcher tend to find out
information from subset of population. There are different types sampling method which
researcher can use for conducting this researcher. In relation with this research, investigator has
using stratified sampling method, under which groups were divided into subgroups or stratified
on the basis of age, group and gender. As a result, it will assist researcher in evaluating a better
outcomes from the research. For example: what are the perception of different respondents about
contagious emotions (Stieglitz and Dang-Xuan, 2013). Therefore, with he help of stratified
sampling researcher can improve accuracy and result of representatives by reducing sampling
bias.
The ethical data sampling surpass a project from risk and illegal approaches. It reduces
risk and inconvenience of participants by ground legal factor in data sampling practices.
Stratified sampling method is a most convenient approach for this research because it assist to
determine view and opinion of respondents directly. In order to make the sampling ethical,
researcher requires to informed participant for the research. It consider lawful act that informer
have proper knowledge regarding agenda of topic that is going to be discussed with them.
Another ethical consider for Stratified sampling method is confidentiality of participants record.
It is a required factor that investigator keep confidentiality of participants personal information
because may be contestant have any issue regrading such practices which they don't wants to
disclose in-front of others. The other ethical factor for sampling is non-discrimination because it
convey unbiased informations to investigator. Therefore, analyst needs ignore biased behaviour
towards age and gender of respondents as well as requires to opt samples from each group so that
they can identify effective sentiments of respondents.
Data gathering methods
Data collections is very important component that support in collecting relevant data
about particular research study. It play crucial role in gathering accurate data that facilitates in
getting positive result of conducting research in an appropriate manner. Researcher consider best
method among various alternatives so that they can find out better outcomes through correct data
collection of particular topic. In this included two types of methods that investigator undertake
while conducting research such as:
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Primary method : In this included those data which are collected by researcher own-self
for the first time is to be called primary data. It can be considered as original data in nature that
gathered for solving any specific problem. Researcher focus on getting accurate data with the
help of conducting surveys, questionnaires, interviews, observation and many more so that
relevant data can be gathered. This method is helpful in collecting unique data that are to be
gathered until researcher publish. There are various methods included in this such as:
Interview method : It is one of the best data collection method in which researcher ask some
questions to respondents through email, telephones and other channels for the purpose of
obtaining adequate information in an effective manner.
Questionnaire method : This is another important and effective method of data collection in
which researcher frame some relevant questions regarding research problems so that
better outcomes can be get (Sunstein, 2018). It is best method of gathering information
and very convenient for collecting data from the diverse population as well. In this,
researcher frame set of questions including open ended and close ended that must be
answered by respondents.
Delphi technique : In this method, researcher elicits necessary information through panel of
experts either personally or email as well. In this method, each candidates are to be
asked some questions regarding their fields so that they could answered by giving their
views, opinions as well as thoughts to provide better solutions.
Secondary method : In this defined those data which are to be collected by other person
for the purpose of finding some major aspects regarding research. These data can be used by
investigator for their particular research so that better solution can be made. It is best method of
data collection which consume less time and find relevant data with effective cost price.
Researcher can reduce their time as well as cost by undertaking secondary method so that
ultimate solution can be made about research study. In this included books, journals, print media,
websites, blogs, internet and newspapers as well.
For this research, primary method can be consider more beneficial because through this
investigator can identify opinion and view of respondents through direct interaction. The primary
method of research consist more ethics and values than secondary approaches because in this
investigator collects fresh data which incorporated individual's own believes with any
boundation. The secondary method of data collection provides information from books and
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articles which may compound authors rights so it is very necessary to acknowledge the
ownership of the original data while it is uses in another research. In this procedure
confidentiality of information takes places till than author does not provide authority for its free
uses otherwise it assumes as crime. Therefore, primary methods of research is encountered most
efficient in this research.
Data Analysis:
Data analysis is defined as the process in which researcher focus on inspecting,
transforming, cleansing, and modeling data for the research project (Van Dijck, 2013). The main
purpose of data analysis is to discover useful information, drawing effective conclusions and
support in making decisions. In this included multiple aspects and approaches that help in
finding better solutions of defining problems with an adequate manner. In other words, it is
described as the process of evaluating data with the help of analytical and logical reasoning to
find appropriate result. In this included different types of data analysis methods such as data
mining, text analytic, data visualizations and business intelligence. Data analysis can be divided
into three categories such as descriptive, exploratory and confirmatory data analysis that helpful
in conducting research with well manner (Mercer, 2014). Researcher undertake exploratory
method that beneficial in collecting relevant information and analyze the effectiveness of
research so that they can find better result.
While analysing data and information the process is being done is an ethical manner and
not a single person is entertained. As a result it helped investigator in evaluating an effective
conclusion.
Research Approaches
The research approaches are ascertained as particular policies and procedures regarding
specific investigation that help in giving broad assumption about detailed techniques for data
collection, interpretation and analysis. There are various types of research approaches which
assist in collecting more data and information of specific topic. Such are described as follows:
Deductive research approach – It is the process in which hypotheses for investigation
are accepted or rejected. In simple others, deductive approach can be determined as developing
and creating hypotheses that are based on existent concept and also design research by testing
such theory.
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Inductive research approach – It is also known as inductive reasoning that is mainly
begin with observation and theories regarding end of the investigation. This research involves
searching patters through measurement and formulation of explanations. It is mainly depend on
various theories which refer the program of hypotheses (Krasnova and et. al., 2015).
Thus, in this research, inductive approach is being selected and it is considered as ethical
because all the data that were collected are taken into observation for knowing the behaviour and
pattern of responses. As a result, it will further, assist investigator in evaluating a proper
outcomes and conclusion. The reason why investigator is not using deductive approach is
because the outcomes are based on probability.
Validity, Reliability, Credibility,Trustworthiness
Validity: As compared with the research which was being done on Facebook, this is
more validate because sample which is collected are through random sampling instead of non-
random sampling. Random sampling assist investigator in gathering information in a better
manner rather than making it biased. For example: for collecting information respondents gave
their voluntary participation and nobody was forced (Berger, 2016).
Reliability: Data that was collected were reliable as these were crossed checked by the
investigator in order to ensure whether these are authentic or not. Therefore, gathered
information was measurable as it was providing correct information about behaviour of
respondents depends upon contagious emotions.
Credibility and Trustworthiness: This kind of approach was being used by researcher
in order to evaluate truthfulness of the research conducted. As collected information was giving
appropriate findings and assisting researcher in evaluating effective conclusion. Therefore, other
researcher can be be dependable on this research.
Limitations: While conducting this research there were many problems and limitations
which was being faced. Major issue was of time and cost as given time for conducting this
research was not appropriate. In addition to this, this research was costly as well it is because of
methods and time it was taken (.Nummenmaa and et. al., 2012).
Research avoid being perceived as being unethical
Ethics refers to norms, values and principles which are adopted through society. It is
necessary that social media sites can be used in a proper manner and without permission of users,
firm can not use their information. It will be illegal as well as unethical. It is essential to keep
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data and information of users keep confidential. It will be helpful in develop positive impact in
mind of customers. Social media sites should secure storage of data after complete the research.
It is the responsibility of an investigator to keep confidential data or information of people and
also keep its safe. It will helpful in doing the ethical things. Basically, privacy and internet is a
main concern that people mostly have. Security is helpful in protect information of users from
any kind of misuse. It can take the feedbacks to participants about the social site. It will be
helpful in know about view points or opinions of people. If the research will be done in an
unethical manner then it will be develop positive impact on mind of people. So, in context to
this, researcher should conduct research in an ethical manner and avoid the unethical practices.
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REFERENCES
Books & Journals
Berger, J., 2016. Contagious: Why things catch on. Simon and Schuster.
Gerbaudo, P., 2018. Tweets and the streets: Social media and contemporary activism. Pluto
Press.
Krasnova, H., and et. al., 2015. Research note—why following friends can hurt you: an
exploratory investigation of the effects of envy on social networking sites among
college-age users. Information systems research. 26(3). pp.585-605.
Madsen, E. A., and et. al., 2013. Chimpanzees show a developmental increase in susceptibility to
contagious yawning: a test of the effect of ontogeny and emotional closeness on yawn
contagion. PloS one. 8(10). p.e76266.
Mercer, J., 2014. Feeling like a state: social emotion and identity. International Theory. 6(3).
pp.515-535.
Nummenmaa, L., and et. al., 2012. Emotions promote social interaction by synchronizing brain
activity across individuals. Proceedings of the National Academy of Sciences. 109(24).
pp.9599-9604.
Roberson, Q. M. and Williamson, I. O., 2012. Justice in self-managing teams: The role of social
networks in the emergence of procedural justice climates. Academy of Management
Journal. 55(3). pp.685-701.
Stieglitz, S. and Dang-Xuan, L., 2013. Emotions and information diffusion in social media—
sentiment of microblogs and sharing behavior. Journal of management information
systems. 29(4). pp.217-248.
Sunstein, C. R., 2018. # Republic: Divided democracy in the age of social media. Princeton
University Press.
Van Dijck, J., 2013. The culture of connectivity: A critical history of social media. Oxford
University Press.
Online
Lewis, T., 2018. Facebook Emotions Are Contagious. [Online]. Available through:
<https://www.scientificamerican.com/article/facebook-emotions-are-contagious/>.
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