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Do we message with empowerment, empathy, or collectivity? A social media campaign microtargeting young Americans to encourage engagement with a bilingual COVID-19 chatbot

Pooja Sangha, Rose Weeks, Emily Miller, João Sedoc, Helen Lacey, Christine Liang, Smisha Agarwal

Journal of Social Marketing (2025) 15 (4): 426–446.

https://doi.org/10.1108/JSOCM-06-2024-0139

Published: 17 October 2025

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Includes: Supplementary data