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.

中文翻译：

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机器人与人类：谁可以在社交媒体上挑战企业的虚伪？


社交媒体为公司提供了提升其形象的机会，但如果公司的行为与言行不符，在线公司也有可能受到谴责。社交媒体机器人的兴起放大了这种风险，因为可以将此类工作自动化以突出公司的虚伪。我们的实验调查表明，机器人和人类行为者通过指出组织薪酬差距来对抗公司，吹嘘他们对平等的承诺，会损害人们对公司的看法，加剧对他们的愤怒，并最终引发抵制意图。当这些虚伪的挑战来自机器人和用户帐户时，它们同样有效。对社交媒体上虚伪行为的挑战是后果性的，需要进一步探索。