Conscious capitalism: a netnographic analysis in groups of the social network Linkedin

Abstract

The concept of conscious capitalism structured by John Mackey and Raj Sisodia, is based on the principles of higher purpose, stakeholder integration, conscious leadership, and conscious culture and management, understanding that capitalism can be a force for the economy, social welfare, and for the environment. In this context, the objective of the study was to identify and analyze the content posted and the interactions carried out in discussions about conscious capitalism in groups of the social network Linkedin. The research an exploratory and descriptive study, adopting a qualitative approach and netnographic procedures observing groups on Linkedin. The study used a model of simplified flow of a netnographic research project by Kozinets (2010). The main results indicate that: most of the group owners are in the United States, where conscious capitalism was born; the groups were created with the purpose of interacting with themes related to conscious capitalism; the interactions in the groups happen mainly through posts and comments with subjects related to conscious capitalism. However, the number of members of a group does not reflect a higher number of interactions. Finally, most groups understand conscious capitalism according to the definition set by the pioneers, John Mackey and Raj Sisodia, but putting it into practice in organizations has been a challenge.

Keywords:
Conscious Capitalism; Social Groups; Linkedin; Netnography