How consumers react to woke advertising: methodological triangulation based on social media data and self-report data

Purpose Guided by a synthesis of social norms theory (SNT), the social identity model of deindividuation effects (SIDE) and information cascades theory (ICT), this study aims to unveil the mechanism underlying the role of social norms in shaping consumer responses to woke advertising in the algorithmic social media environment. Design/methodology/approach This paper analyzed 125,481 unique comments on a woke campaign, which represented the...