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When Social Media Gets Political: How Message–Platform Match Affects Consumer Responses to Brand Activism Advertising
Journal of Advertising ( IF 5.4 ) Pub Date : 2024-05-20 , DOI: 10.1080/00913367.2024.2347271
Xuan Zhou 1 , Chen Lou 1 , Xun (Irene) Huang 1
Affiliation  

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...

中文翻译:


当社交媒体变得政治化时:信息与平台匹配如何影响消费者对品牌行动主义广告的反应



社交媒体引发了在线激进主义和社会政治运动的激增。许多公司还发起了品牌激进主义广告活动,以表达他们对社会政治的立场......
更新日期:2024-05-20
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