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Keywords: Message assertiveness
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Journal Articles
Corporate Communications: An International Journal (2026) 31 (1): 117–134.
Published: 04 December 2025
...Dongjae (Jay) Lim; Youngji Seo Purpose This study aims to investigate how assertive corporate activism messages on social media affect consumer perceptions, particularly examining how the interaction between message assertiveness and negative user comments shapes perceptions of corporate hypocrisy...
