Exploring Anti-Asian Racism Activism on Twitter during the Early Era of COVID-19 Hate Crimes: Implications for Marketers’ Social Purpose Communication Strategy
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Description
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.
DOI
https://doi.org/10.1080/10641734.2023.2252025
Publication Date
Fall 10-4-2023
Publisher
Journal of Current Issues & Research in Advertising
Disciplines
Advertising and Promotion Management | Public Relations and Advertising
Recommended Citation
Lee, Yoon-Joo; Haley, Eric; and Shang, Yuanyuan, "Exploring Anti-Asian Racism Activism on Twitter during the Early Era of COVID-19 Hate Crimes: Implications for Marketers’ Social Purpose Communication Strategy" (2023). Purpose Project. 1.
https://trace.tennessee.edu/utpurposeproject/1