{"title":"When Social Media Gets Political: How Message–Platform Match Affects Consumer Responses to Brand Activism Advertising","authors":"Xuan Zhou, Chen Lou, Xun (Irene) Huang","doi":"10.1080/00913367.2024.2347271","DOIUrl":null,"url":null,"abstract":"Social media has sparked a surge in online activism and sociopolitical movements. Numerous companies have also launched brand activism advertising campaigns to voice their stances on sociopolitical...","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"44 1","pages":""},"PeriodicalIF":5.4000,"publicationDate":"2024-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/00913367.2024.2347271","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Social media has sparked a surge in online activism and sociopolitical movements. Numerous companies have also launched brand activism advertising campaigns to voice their stances on sociopolitical...
期刊介绍：
The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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