When Social Media Gets Political: How Message–Platform Match Affects Consumer Responses to Brand Activism Advertising

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2024-05-20 DOI:10.1080/00913367.2024.2347271

Xuan Zhou, Chen Lou, Xun (Irene) Huang

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...

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当社交媒体变得政治化：信息-平台匹配如何影响消费者对品牌激进主义广告的反应

社交媒体掀起了网络行动主义和社会政治运动的热潮。许多公司也发起了品牌行动主义广告活动，以表达其对社会政治的立场。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

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.