Speaking Up on Black Lives Matter: A Comparative Study of Consumer Reactions toward Brand and Influencer-Generated Corporate Social Responsibility Messages

Volume: 50, Issue: 5, Pages: 565 - 583
Published: Oct 20, 2021
Abstract
The Black Lives Matter (BLM) movement ignited divergent social media reactions and conversations. Addressing the importance of message sources, this study aims to (1) compare audience reactions...
Paper Details
Title
Speaking Up on Black Lives Matter: A Comparative Study of Consumer Reactions toward Brand and Influencer-Generated Corporate Social Responsibility Messages
Published Date
Oct 20, 2021
Volume
50
Issue
5
Pages
565 - 583
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