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

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

Hyunsun Yoon, Jenny Ma, Guiohk Lee

언어ENG
URLhttps://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)

키워드

social media consumer backlash brand crisis racial insensitivity hashtag activism Leximancer Semantic Network Analysis

목차

Introduction
Theoretical Development
Research Design
Result and Conclusion
References

저자

Hyunsun Yoon(University of Greenwich, UK)
Jenny Ma(University of Greenwich, UK)
Guiohk Lee(Sejong University, Republic of Korea)

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