Brands as advocates on social media: understanding the effects and mechanisms of brand activism communication
Brand activism describes that brands actively join in sociopolitical conversations by taking stances on pressing issues, such as civil rights and geopolitical conflicts. Yet, it remains largely underexplored how the communicative aspects of brand activism influence consumer reactions. Drawing upon t...
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| Format: | Thesis-Doctor of Philosophy |
| Language: | English |
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Nanyang Technological University
2025
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| Online Access: | https://hdl.handle.net/10356/181926 |