Achieving cultural relevance in technomediated platforms: instant cultural branding and controversial clicktivism

Cultural branding acknowledges brands’ power as cultural artifacts that infuse culture with meanings and absorb new meanings from culture. The last mile of brand humanization sees brands act as citizens that construct their meanings through taking active part in socio-political discourse. This participation has been magnified and challenged by digital platforms that activate clicktivism practices to propagate cultural values. Our study is aimed...