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

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

• 저널Marketing Science · 41(6) · 1029–1044
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1287/mksc.2022.1372
• 저자Yang Wang, Marco Shaojun Qin, Xueming Luo, Yu Kou