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Keywords: Anger
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Journal Articles
A new approach to audience segmentation for vaccination messaging: applying the anger activism model
Available to Purchase
Journal:
Journal of Social Marketing
Journal of Social Marketing (2021) 11 (4): 424–452.
Published: 03 August 2021
...Youjin Jang; Monique Mitchell Turner; Ruth Jinhee Heo; Rachel Barry Purpose This study aims to use the anger activism model as an audience segmentation tool in the context of the anti-vaccination movement. Design/methodology/approach A cross-sectional survey was conducted with a national...
