How Do Brands’ Destigmatizing Messages Travel Through Social Media? Like a Girl

Some brands seek to destigmatize race, gender, and medical conditions -- activity traditionally undertaken by grassroots social movements. This research contrasts the way destigmatizing initiatives spread through social media by comparing the Twitter network of a brand-driven destigmatizing initiative (#LikeAGirl) with that of a grassroots destigmatizing initiative (#BlackLivesMatter).


Ann Mirabito, Elizabeth Crosby, and Kristy McManus (2016) ,"How Do Brands’ Destigmatizing Messages Travel Through Social Media? Like a Girl", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 146-147.


Ann Mirabito, Baylor University, USA
Elizabeth Crosby, University of Wisconsin-La Crosse, USA
Kristy McManus, University of Georgia, USA


NA - Advances in Consumer Research Volume 44 | 2016

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