Retailers’ Response to a Racial Reckoning: Analysis of Corporate Social Justice Communication on Social Media
Using content analysis, our study examined retailers’ use of corporate social justice (CSJ) messaging on social media in response to racial unrest during the summer of 2020. Our findings reveal varied approaches to communicating CSJ and can be used to enhance the potential effectiveness of future messaging strategies.
Citation:
Olivia Johnson and Whitney Ginder (2021) ,"Retailers’ Response to a Racial Reckoning: Analysis of Corporate Social Justice Communication on Social Media", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 525-526.
Authors
Olivia Johnson, University of Houston
Whitney Ginder, Georgia College & State University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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