KOREASCHOLAR

CAN BRANDS RECOVER FROM CONSUMER BACKLASH ON SOCIAL MEDIA CAUSED BY RACIALLY INSENSITIVE ADVERTISING AND MARKETING COMMUNICATIONS CAMPAIGNS?

Hyunsun Yoon, Jenny Ma, Guiohk Lee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372614
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.584-588
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
social mediaconsumer backlashbrand crisisracial insensitivityhashtag activismLeximancerSemantic Network Analysis
Table Content
Introduction
 Theoretical Development
 Research Design
 Result and Conclusion
 References
Author
  • Hyunsun Yoon(University of Greenwich, UK)
  • Jenny Ma(University of Greenwich, UK)
  • Guiohk Lee(Sejong University, Republic of Korea)