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Brands Taking a Stand: Authentic Brand Activism or Woke Washing?

Journal of Public Policy and Marketing, 2020
In today’s marketplace, consumers want brands to take a stand on sociopolitical issues. When brands match activist messaging, purpose, and values with prosocial corporate practice, they engage in authentic brand activism, creating the most potential for ...
Jessica Vredenburg, Amanda Spry, Joya A Kemper   +2 more
exaly   +2 more sources

False equivalencies: Online activism from left to right

Science, 2020
Digital media are critical for contemporary activism—even low-effort “clicktivism” is politically consequential and contributes to offline participation.
Deen Freelon, Alice Marwick
exaly   +2 more sources

Woke brand activism authenticity or the lack of it

Journal of Business Research, 2022
Abas Mirzaei, Helen Siuki
exaly   +2 more sources

Transcendent Brand Activism Advertising: Explicating the Roles of Color and Message Framing in Advertising Effectiveness

Journal of Advertising, 2023
Brands have been increasingly speaking up on sociopolitical issues (so-called brand activism advertising) to showcase their nonneutrality and drive meaningful societal changes.
Xu Zhou, Chen Lou, X. Huang
semanticscholar   +1 more source