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Frontiers: How Support for Black Lives Matter Impacts Consumer Responses on Social Media · Study

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ArticleFrontiers: How Support for Black Lives Matter Impacts Consumer Responses on Social Media

Yang Wang2022

Article2022

Frontiers: How Support for Black Lives Matter Impacts Consumer Responses on Social Media

Yang Wang · Marco Shaojun Qin · Xueming Luo · Yu Kou

72 citations·0/0 files stored·Marketing Science

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This paper studies the direct and moderated impact of brands’ support for Black Lives Matter (BLM) on consumer responses.

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References

2006Corporate Social Responsibility, Customer Satisfaction, and Market Value 2009Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions 2020Brands Taking a Stand: Authentic Brand Activism or Woke Washing?1997Environmental proactivism and firm performance: evidence from security analyst earnings forecasts 2020Brand activism: Does courting controversy help or hurt a brand?2020Should Your Brand Pick a Side? How Market Share Determines the Impact of Corporate Political Advocacy 2019Assessing the Impact of CEO Activism 2015Political Values, Culture, and Corporate Litigation

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Details

Year2022

Typearticle

Published2022-08-04

VenueMarketing Science

ISSN-L0732-2399

Languageen

Citations72

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

Identifiers

doi10.1287/mksc.2022.1372

openalex_workW4289766643

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