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Conference Proceedings: The Purpose Challenge: Bridging the Gap Between Industry and Academia to Achieve Social Impact Goals
American Academy of Advertising
Key themes emerged focusing on the different issues addressed under the PURPOSE umbrella, how advertising agencies differ from corporate in purpose-driven marketing initiatives, and how academia can be a resource for professionals on this topic. The UT Purpose Project was discussed as a potential outlet for purpose research. From the conversations about academic purpose-oriented studies, industry professionals saw value in the potential insights derived from academic work. Cultural differences between industry and academic were discussed such as the industry’s need for speedy decisions and academician slower pace in producing quality research. Professionals felt they needed the potential insights from academic work to help justify decisions in a more objective way to their teams, executives and clients. However, it was acknowledged by both profession and industry professionals that the way academic articles are written hinders communication between academics and industry. As a solution, professional panelists noted their desire for current, relevant, white-paper type research being available for public consumption. The academic researchers desired conversations with industry professionals about purpose questions that would be relevant to industry as a way to make research more useful.
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Exploring Anti-Asian Racism Activism on Twitter during the Early Era of COVID-19 Hate Crimes: Implications for Marketers’ Social Purpose Communication Strategy
Yoon-Joo Lee, Eric Haley, and Yuanyuan Shang
This study attempts to fill the void in the understanding of anti-Asian racism social media activism campaigns during the early era of the COVID-19 pandemic through content analysis and network analysis of social media to provide suggestions for advertisers/nonprofits to address the prevalence of racism against Asian Americans. Within the theoretical framework of expectancy theory and the field of racial positions, this study reveals that in responses to anti-Asian racism, messages reflecting model minority stereotypes were predominant in conversations across the board but especially predominant among Asian Americans. Network analysis with exponential random graph models (ERGMs) demonstrated that other race groups are more likely to unite in interacting around the topic than Asian Americans. Based on these findings, purpose advertising campaign strategy insights and implications are proposed.
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Purpose Advertising And the Credibility Gap
Tyler Milfeld and Eric Haley
One approach to purpose advertising is brand activism—taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established (versus emergent) activist brands when taking a stand.
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