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This study aims to understand the evolution of Fortune firms' strategic addressing of SDG on social media as a step towards post-pandemic recovery. Using attribution theory as a theoretical lens, the authors try to investigate how entrepreneurial orientation (EO) and SDG orientation evolve with the crisis and affect the appreciation and advocacy of the SDG-related posts.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A mixed methodology of machine learning and Social media analytics such as content analysis, sentiment analysis and space\u2013time analysis have been used, followed by multivariate analysis to validate the findings.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>An evolution in CEOs\u2019 strategic focus surrounding SDG dimensions was found, from economic in pre-pandemic phase to social and environment during the pandemic. The SDG disclosure on social media by the Fortune CEOs seems to have an influence on their social media reputation, whereas EO has no impact on social media reputation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>Wise practice of EO in information diffusion by CEOs on social media may lead to a healthy relationship with the stakeholders and better firm performance. The SDG adoption at organisation level contributes towards a sustainable society and helps tackling the challenges faced during the pandemic.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study analyses the contribution of the Fortune firms to achieve a sustainable society in a pandemic environment by strategic adoption of SDGs and effective use of digital platforms.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jeim-03-2021-0149","type":"journal-article","created":{"date-parts":[[2021,9,14]],"date-time":"2021-09-14T05:58:38Z","timestamp":1631599118000},"page":"160-178","source":"Crossref","is-referenced-by-count":39,"title":["How does entrepreneurial orientation and SDG orientation of CEOs evolve before and during a pandemic"],"prefix":"10.1108","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9948-4436","authenticated-orcid":false,"given":"Hitesha","family":"Yadav","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4186-4887","authenticated-orcid":false,"given":"Arpan Kumar","family":"Kar","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0267-0572","authenticated-orcid":false,"given":"Smita","family":"Kashiramka","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2021,9,16]]},"reference":[{"issue":"4","key":"key2022092113265799500_ref001","doi-asserted-by":"crossref","first-page":"906","DOI":"10.1108\/AAAJ-04-2016-2529","article-title":"Conceptualising the contemporary corporate value creation process","volume":"30","year":"2017","journal-title":"Accounting, Auditing and Accountability Journal"},{"issue":"3","key":"key2022092113265799500_ref002","doi-asserted-by":"crossref","first-page":"141","DOI":"10.1002\/bse.672","article-title":"Evidence in development of sustainability reporting: a case of a developing country","volume":"20","year":"2011","journal-title":"Business Strategy and the Environment"},{"issue":"10","key":"key2022092113265799500_ref003","doi-asserted-by":"crossref","first-page":"1579","DOI":"10.1002\/smj.2298","article-title":"Reconceptualizing entrepreneurial orientation","volume":"36","year":"2015","journal-title":"Strategic Management Journal"},{"issue":"4","key":"key2022092113265799500_ref004","doi-asserted-by":"crossref","first-page":"551","DOI":"10.1162\/003465397557132","article-title":"Estimation of a change point in multiple regression models","volume":"79","year":"1997","journal-title":"Review of Economics and Statistics"},{"issue":"5","key":"key2022092113265799500_ref005","doi-asserted-by":"crossref","first-page":"1161","DOI":"10.1111\/etap.12101","article-title":"SME entrepreneurial orientation, international performance, and the moderating role of strategic alliances","volume":"39","year":"2015","journal-title":"Entrepreneurship Theory and Practice"},{"issue":"4","key":"key2022092113265799500_ref006","doi-asserted-by":"crossref","first-page":"445","DOI":"10.1017\/bap.2019.27","article-title":"Towards global business engagement with development goals? 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