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

• 主要作者: Zhou, Xuan
• 其他作者: Chen Lou
• 格式: Thesis-Doctor of Philosophy
• 語言: English
• 出版: Nanyang Technological University 2025
• 主題: Business and Management; Social Sciences; Brand communication; Advertising; Social media; Social sciences
• 在線閱讀: https://hdl.handle.net/10356/181926

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...