Brands as advocates on social media: understanding the effects and mechanisms of brand activism communication

• Main Author: Zhou, Xuan
• Other Authors: Chen Lou
• Format: Thesis-Doctor of Philosophy
• Language: English
• Published: Nanyang Technological University 2025
• Subjects: Business and Management; Social Sciences; Brand communication; Advertising; Social media; Social sciences
• Online Access: https://hdl.handle.net/10356/181926
• Institution: Nanyang Technological University

Brand activism describes that brands actively join in sociopolitical conversations by taking stances on pressing issues, such as civil rights and geopolitical conflicts. Yet, it remains largely underexplored how the communicative aspects of brand activism influence consumer reactions. Drawing upon t...