OVERVIEW RESULTS LIT REVIEW

RESEARCH QUESTIONS

IMPLICATIONS

RECOMMENDATIONS

METHOD• Conduct a literature review

• Analyze data composed of the public’s reaction• Social: YouTube and Facebook

reactions• Content analysis: Word Clouds and

Linguistic Inquiry and Word Count (LIWC) based on Facebook and YouTube comments

• Prepare your company to take a stand.

• Know your customer base.

• Choose an issues that is relevant to your company.

• Recently, more and more companies have been taking a stand via advertisements/announcements on social justice issues.

• Controversial social issues pose a new threat to company’s reputation and bottom line.1

• Social Justice issues include racism, sexism, ageism, etc.

• Many believe these advertisements will become more prominent because they generate awareness for the social justice issue and brand while having little to no effect on their bottom line. 2

The Impact of Advertising Social Justice Issues on Consumer’s Brand Perception

Isabelle Suarez Faculty Mentor: Aarti Ivanic, PhD

• Advertisements about Social Justice Issues àDialogue à Awareness à Possible Change

• Companies must make the initiative to take a stand on issues. Consider the issue you are tackling, proper use of celebrity endorsement and the degree to which it forces your customers to inwardly reflect.

• Addressing issues à More Brand Loyalty with core customer group

• Failed attempts at creating these types of advertisements/announcements can result in customers getting angry or viewing the brand as inauthentic.

• Companies have a HUGE platform for generating awareness around an issue. However, companies must be mindful that the message aligns with their brand identity and established values.

• Do advertisements/announcements that address social justice issues make a difference?

• What works and doesn’t work in regards to advertisements/announcements commenting on social justice issues?

• Why were these specific advertisements/announcements successful or not and how can their example be applied on a broader scale?

• How do customers react to brands that do decide to take a stand?

• What should companies do when going about making these types of advertisements/announcements?

SPROUT SOCIAL SURVEY3

** There is no YouTube data on the Starbucks announcement because it was not a video.

STARBUCK'S

FACEBOOK DATA AVERAGE FOR SOCIAL MEDIA:

TWITTER, FACEBOOK, BLOG TRADITIONAL LIWC

DIMENSION I-WORDS (I, ME, MY) 4 5.51 SOCIAL WORDS 9.2 9.71 POSITIVE EMOTIONS 2.8 4.57 NEGATIVE EMOTIONS 2.5 2.1 COGNITIVE PROCESSES 12.3 10.77

SUMMARY VARIABLES

ANALYTIC 45.6 55.92 CLOUT 59.9 55.45 AUTHENTICITY 18.9 55.66 EMOTIONAL TONE 30.2 63.35

1. Cody, S., & Goodwin, S. (Nov. 2018). Taking a Stand Is Taking a Risk. Risk Management. Retrieved February 10, 2019. 2. Why other brands will follow Nike into social justice. September 14, 2. B. (2018, September 14). Retrieved from https://www.prweek.com/article/1492939/why-brands-will-follow-nike-social-justice 3. Sprout Social. “#BrandsGetReal.” Sprout Social, 26 Feb. 2018, sproutsocial.com/insights/data/championing-change-in-the-age-of-social-media/. 4. McCann, D. (2018). Nike Ads Highlight Brand-Value Risks: How bold should companies be on political and social issues?CFO,34(5), 8–9. B. 5. ZaferErdogan (1999) Celebrity Endorsement: A Literature Review, Journal of Marketing Management, 15:4,291-314. 6. Hansen, N., Kupfer, A.-K.,&Hennig-Thurau, T. (2018). Brand crises in the digital age: The short- and long-term effects of social media firestorms on consumers and brands. International Journal of Research in Marketing, 35(4), 557–574. https://doi-org.sandiego.idm.oclc.org/10.1016/j.ijresmar.2018.08.001. 7. Vredenburg, J.; Spry, A.; Kemper, J.; Kapitan, S. Woke Washing: What Happens When Marketing Communications don’t Match Corporate Practice; The Conversation: Melbourne, Australia; Available online: https://theconversation.com/woke-washing-what-happens-when-marketing-communications-dont-match-corporate-practice-108035.

GILLETTE'S

FACEBOOK DATA AVERAGE FOR SOCIAL MEDIA:

TWITTER, FACEBOOK, BLOG TRADITIONAL LIWC

DIMENSION I-WORDS (I, ME, MY) 3.7 5.51 SOCIAL WORDS 13.5 9.71 POSITIVE EMOTIONS 11.5 4.57 NEGATIVE EMOTIONS 1.3 2.1 COGNITIVE PROCESSES 9.4 10.77

SUMMARY VARIABLES

ANALYTIC 59.8 55.92 CLOUT 88.6 55.45 AUTHENTICITY 13.8 55.66 EMOTIONAL TONE 99 63.35

NIKE'S FACEBOOK

DATA AVERAGE FOR SOCIAL MEDIA: TWITTER,

FACEBOOK, BLOG TRADITIONAL LIWC

DIMENSION I-WORDS (I, ME, MY) 5.51 5.6 SOCIAL WORDS 9.71 13.3 POSITIVE EMOTIONS 4.57 8 NEGATIVE EMOTIONS 2.1 1.7 COGNITIVE PROCESSES 10.77 7.9

SUMMARY VARIABLES

ANALYTIC 55.92 57.1 CLOUT 55.45 86.9 AUTHENTICITY 55.66 39.8 EMOTIONAL TONE 63.35 99

PEPSI'S FACEBOOK

DATA AVERAGE FOR SOCIAL MEDIA: TWITTER,

FACEBOOK, BLOG TRADITIONAL LIWC

DIMENSION I-WORDS (I, ME, MY) 2.2 5.51 SOCIAL WORDS 9.1 9.71 POSITIVE EMOTIONS 3 4.57 NEGATIVE EMOTIONS 5.4 2.1 COGNITIVE PROCESSES 9.1 10.77

SUMMARY VARIABLES

ANALYTIC 63.9 55.92 CLOUT 56.4 55.45 AUTHENTICITY 7.8 55.66 EMOTIONAL TONE 3.2 63.35

• Silence on an issue can enrage customers, while handling an issue can distance employees.4

• 2/3 of CEOs state that their company would not be ready to take a stand on a social justice issue.4

• The quantity of advertisements addressing social justice issues will continue to increase.4

• Use of celebrity endorsement is common, but brands must select and retain the “right” celebrity.5

• Social Media “firestorms” are a risk to brand perception ESPECIALLY if the firestorm includes visual aids or is lengthy.6

• Woke washing: term used to describe companies that appear to be politically, socially or environmentally aware in attempts to increase profits.7