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Keywords: Woke advertising
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Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (4): 529–548.
Published: 31 May 2021
... 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 dynamic social norms condition in which the prominence of popularity information sets a social norm...
