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

• المؤلف الرئيسي: Zhou, Xuan
• مؤلفون آخرون: Chen Lou
• التنسيق: Thesis-Doctor of Philosophy
• اللغة: English
• منشور في: Nanyang Technological University 2025
• الموضوعات: Business and Management; Social Sciences; Brand communication; Advertising; Social media; Social sciences
• الوصول للمادة أونلاين: 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...