Cultural Engagement in the Age of Social Media

This study develops the notion of cultural engagement in social media marketing by integrating the cultural branding paradigm (Holt 2016; Holt and Cameron 2010) with recent research on brand publics (Arvidsson and Caliandro 2015) and polarization of expressions in social media (Lee et al. 2014).


Joachim Scholz and Henri Weijo (2016) ,"Cultural Engagement in the Age of Social Media", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 613-614.


Joachim Scholz, Cal Poly, San Luis Obispo, USA
Henri Weijo, Bentley University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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