Where Organizations Take a Stance Matters: The Role of Social Media Channels on Consumer Attribution...
Where Organizations Take a Stance Matters: The Role of Social Media Channels on Consumer Attributions of Firm Committment
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Urbana: Association for Consumer Research
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Language
English
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Publisher
Urbana: Association for Consumer Research
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Contents
When firms take public stances on polarizing sociopolitical issues via more temporary (vs. permanent) social media channels, consumers infer that this communication reflects weaker firm commitment to the cause, in turn impacting various downstream consequences. Notably, this effect is especially pronounced among consumers who find the issue less se...
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Where Organizations Take a Stance Matters: The Role of Social Media Channels on Consumer Attributions of Firm Committment
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TN_cdi_proquest_journals_3090690776
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https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_3090690776
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ISSN
0098-9258
