Applying a Causal Ambush Marketing Framework to Social Media: The ‘Pleasure is Diverse’ Campaign and the Australian Marriage Amendment
| Autor: | Michael Mehmet, Felicity Small, Morgan P. Miles |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Economics and Econometrics business.industry media_common.quotation_subject 05 social sciences Sentiment analysis Context (language use) Public relations Ambush marketing Pleasure Conceptual framework 0502 economics and business General Earth and Planetary Sciences 050211 marketing Social media Sociology business 050203 business & management General Environmental Science media_common |
| Zdroj: | Australasian Marketing Journal. 27:149-157 |
| ISSN: | 1839-3349 |
| DOI: | 10.1016/j.ausmj.2019.06.001 |
| Popis: | The present study applies Pope and Wæraas’ (2016) CSR-washing conceptual framework in a social media context using the recent case involving Streets ‘Pleasure is Diverse’ campaign and the Australian marriage amendment. Sentiment analysis examined the posts to Unilever's Magnum ice-cream campaign. We applied the framework's five conditions, and the findings indicated support for the operationalisation of Pope and Wæraas’ (2016) washing framework. The findings suggest that consumer sentiments in this case of causal ambush marketing had four general themes: (1) Supportive Advocates; (2) Anti-Advocates; (3) Moral Detractors; (4) Sceptics. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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