How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook

Federico Mangiò; Giuseppe Pedeliento; Daniela Andreini; Lia Zarantonello

How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook

Federico Mangiò, Giuseppe Pedeliento, Daniela Andreini, Lia Zarantonello

Research output: Contribution to journal › Article › peer-review

Abstract

© 2024, Springer Nature. The attached document (embargoed until 21/12/2024) is an author produced version of a paper published in Journal of Brand Management uploaded in accordance with the publisher’s self-archiving policy. The final published version (version of record) is available online at the link. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.

Original language	English
Journal	Journal of Brand Management
Publication status	Published - 21 Nov 2023

Access to Document

https://link.springer.com/article/10.1057/s41262-023-00347-4

Embargoed Document

manuscript_woke_brand_communication_JBM_12923
Accepted author manuscript, 2.17 MB
Embargo ends: 21/12/24

Cite this

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AB - © 2024, Springer Nature. The attached document (embargoed until 21/12/2024) is an author produced version of a paper published in Journal of Brand Management uploaded in accordance with the publisher’s self-archiving policy. The final published version (version of record) is available online at the link. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.

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