Professor King's research focuses on how social movement activists influence corporate social responsibility, organizational change, and legislative policymaking. He also studies the ways in which the reputations and identities of businesses and social movement organizations emerge and transform in response to their institutional environments. More recently, his research has begun to examine social media and its influence on individual and organizational reputations. Professor King is an expert in the field of corporate reputation and has been appointed an international research fellow at the Oxford University Centre for Corporate Reputation.