Concepedia

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

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

Marketing Science · 2022 · 68 citations · 13 references

Concepts

BusinessMarketingMarketing ManagementBrand ManagementConsumer BehaviorSocial Media MarketingBrand AssociationsBrand ConsumptionBrand EquityConsumer CultureCustomer EngagementSocial MediaAfrican American Consumer CultureConsumer Management

Abstract

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

References

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