Frontiers: How Support for Black Lives Matter Impacts Consumer Responses on Social Media
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DOI: 10.1287/mksc.2022.1372
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References listed on IDEAS
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- Mukherjee, Sourjo & Althuizen, Niek, 2020. "Brand activism: Does courting controversy help or hurt a brand?," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 772-788.
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Keywords
Black Lives Matter (BLM); social media; brand management; causal inference; machine learning;All these keywords.
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