This paper offers an integrative conceptual framework to posit brand activism (BA) as an
organisation-driven phenomenon pertaining to the strategic marketing field. It is reasoned …

Although governments and organizations are increasingly addressing the importance of
diversity and inclusion policies, LGBTQIA+ consumers still experience instances of …

How are brands navigating the tension of being cultural and market players in woke times?
What are the futures of brand activism and how can brands and social media contribute to …

Complex social dynamics occur when complaints are voiced on firms' social media
channels. In combination, a complainer criticizes a firm, which may be responded to uncivilly …

Social media has sparked a surge in online activism and sociopolitical movements.
Numerous companies have also launched brand activism advertising campaigns to voice …

An increasing number of brands are taking a stance on current socio-political issues such as
climate change, racism, and LGBTQ discrimination, thereby adopting a purpose-driven …

Brand activism is a widespread phenomenon, yet strategies for leveraging activism
messages to yield positive consumer responses and enhance brand equity are not well …

Many brands periodically respond humorously to the content that other brands and
celebrities post on social media. Drawing on three scenario-based experiments and a …

This research investigates whether companies' use of humor is an effective strategy to
address complainers' incivility on social media. Using three main experiments, the authors …

Following the outbreak of the war in Ukraine in February 2022, many global brands took a
stand on the crisis, which often elicited polarized consumer responses. This study explores …