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.
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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