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

Yang Wang; Marco Shaojun Qin; Xueming Luo; Yu (Eric) Kou

doi:10.1287/mksc.2022.1372

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

Yang Wang¹; Marco Shaojun Qin¹; Xueming Luo²; Yu (Eric) Kou¹

¹ Marketing, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122; · ² Marketing, Strategy, and Management Information System, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122

Marketing Science 2022

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

DOI: 10.1287/mksc.2022.1372
Volume: 41 (6)
Pages: 1029-1044
Language: en
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Sources: crossref