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Full-Text Articles in Business
Brands Take A Stand For Good: The Effect Of Brand Activism On Social Media Engagement, Alexis A. Gray
Brands Take A Stand For Good: The Effect Of Brand Activism On Social Media Engagement, Alexis A. Gray
Honors Theses and Capstones
Brands are entering an era where brand activism and corporate social responsibility strategies are holding a large influence on consumer purchase decision making, rather than the traditional brand product marketing. A major distribution outlet for the rising brand activism strategy is through social media, where users can directly interact with brands and other users surrounding major issues. Higher engagement with such activism campaigns suggests more consumer support for the brand, leading to higher sales performance potential. This study examines the influence of brand activism campaign qualities on social media engagement, specifically on the Twitter platform. Tweets for 8 different brands …
The Facts Behind Gmo Food, Wenbin Liu
The Facts Behind Gmo Food, Wenbin Liu
Honors Theses and Capstones
No abstract provided.
Challenges International Students And Their Perceive Values At University Of New Hampshire, Win Phyu Phyu Aung
Challenges International Students And Their Perceive Values At University Of New Hampshire, Win Phyu Phyu Aung
Honors Theses and Capstones
No abstract provided.