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The Controversiality of Brands Taking a Stand: Is Social Justice for Sale?

Pedersen, Karoline Berna; Vilela, Roberta Lemgruber
Master thesis
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URI
https://hdl.handle.net/11250/2688197
Date
2020
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  • Master of Science [963]
Abstract
In recent years, the popularity of social justice advertisements has grown, with some

famous brands as adopters, such as Gillette, Audi, and Pepsi. This type of campaign

exploits social causes in favor of leftist themes and usually attracts sparking dialogue,

observed in the media coverage and consumer comments. While ordinary campaigns

seek to inform, persuade, or recall consumers about brands, these commercials attempt

to bear issues to public attention with concealed persuasion goals. This research aims

to understand the different consumers' reactions to woke campaigns with a mixed

public response. Previous research on this topic is lacking as well as the political

viewpoints influencing the responses to the campaigns were not analyzed. Thus, this

study will help address this gap, extend the advertising literature, and bring insights

about the adverse reactions, the role of political orientation, and some of the elements

necessary for an effective campaign. A content analysis of 746 comments is executed

to investigate when woke advertisements perform well or are inefficient among

consumers. Overall, the results suggest that 1 in 2 commenters is non-supportive to the

approach, but the proportion changes depending on the campaign, usually representing

more than half of the commenters. Comparisons show that highly provocative

campaigns receive more backlash. It appears as different persuasion tactic knowledge

can influence the response to the campaign, and criticism can come with the intention

to boycott. Besides, the findings show that the likeability of the cause appears to be

highly connected with the overall approval of the campaign, sometimes resulting in

brand attitude changes. The political orientation also seems to have a role in the

campaign's interpretation, with most of the conservatives in the non-supportive group.

This study helps managers to understand the reactions to social justice advertisements,

guiding about the specific conditions that should be fulfilled to maximize the

effectiveness of this advertising technique among their target groups.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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Handelshøyskolen BI

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