Peer effects on brand activism: evidence from brand and user chatter on Twitter
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DOI: 10.1057/s41262-023-00318-9
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Cited by:
- Klement Podnar & Urša Golob, 2024. "Brands and activism: ecosystem and paradoxes," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 95-107, March.
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Keywords
Brand activism; Peer influence; Social media; Firm-generated content; User-generated content; Sociopolitical activism;All these keywords.
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