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Peer effects on brand activism: evidence from brand and user chatter on Twitter
Although brands appear to be taking public stands on sociopolitical issues with increasing frequency, the predictors of such strategies are still under-explored. In this research, we investigate whether the activism of peers has an effect on a brand’s decision to engage in social media activism. Ana...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2023
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10120488/ http://dx.doi.org/10.1057/s41262-023-00318-9 |