{"title":"在COVID-19仇恨犯罪早期探索推特上的反亚洲种族主义活动:对营销人员社会目的传播策略的影响","authors":"Yoon-Joo Lee, Eric Haley, Yuanyuan Shang","doi":"10.1080/10641734.2023.2252025","DOIUrl":null,"url":null,"abstract":"This study attempts to fill the void in the understanding of anti-Asian racism social media activism campaigns during the early era of the COVID-19 pandemic through content analysis and network analysis of social media to provide suggestions for advertisers/nonprofits to address the prevalence of racism against Asian Americans. Within the theoretical framework of expectancy theory and the field of racial positions, this study reveals that in responses to anti-Asian racism, messages reflecting model minority stereotypes were predominant in conversations across the board but especially predominant among Asian Americans. Network analysis with exponential random graph models (ERGMs) demonstrated that other race groups are more likely to unite in interacting around the topic than Asian Americans. Based on these findings, purpose advertising campaign strategy insights and implications are proposed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"542 1","pages":"0"},"PeriodicalIF":4.2000,"publicationDate":"2023-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Exploring Anti-Asian Racism Activism on Twitter during the Early Era of COVID-19 Hate Crimes: Implications for Marketers’ Social Purpose Communication Strategy\",\"authors\":\"Yoon-Joo Lee, Eric Haley, Yuanyuan Shang\",\"doi\":\"10.1080/10641734.2023.2252025\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study attempts to fill the void in the understanding of anti-Asian racism social media activism campaigns during the early era of the COVID-19 pandemic through content analysis and network analysis of social media to provide suggestions for advertisers/nonprofits to address the prevalence of racism against Asian Americans. Within the theoretical framework of expectancy theory and the field of racial positions, this study reveals that in responses to anti-Asian racism, messages reflecting model minority stereotypes were predominant in conversations across the board but especially predominant among Asian Americans. Network analysis with exponential random graph models (ERGMs) demonstrated that other race groups are more likely to unite in interacting around the topic than Asian Americans. Based on these findings, purpose advertising campaign strategy insights and implications are proposed.\",\"PeriodicalId\":43045,\"journal\":{\"name\":\"Journal of Current Issues and Research In Advertising\",\"volume\":\"542 1\",\"pages\":\"0\"},\"PeriodicalIF\":4.2000,\"publicationDate\":\"2023-10-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Current Issues and Research In Advertising\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10641734.2023.2252025\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Current Issues and Research In Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10641734.2023.2252025","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Exploring Anti-Asian Racism Activism on Twitter during the Early Era of COVID-19 Hate Crimes: Implications for Marketers’ Social Purpose Communication Strategy
This study attempts to fill the void in the understanding of anti-Asian racism social media activism campaigns during the early era of the COVID-19 pandemic through content analysis and network analysis of social media to provide suggestions for advertisers/nonprofits to address the prevalence of racism against Asian Americans. Within the theoretical framework of expectancy theory and the field of racial positions, this study reveals that in responses to anti-Asian racism, messages reflecting model minority stereotypes were predominant in conversations across the board but especially predominant among Asian Americans. Network analysis with exponential random graph models (ERGMs) demonstrated that other race groups are more likely to unite in interacting around the topic than Asian Americans. Based on these findings, purpose advertising campaign strategy insights and implications are proposed.