Woke strategies - and their influence on attitude towards the brand
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2020-07-07
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en
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Abstract
The following research question was central for this research: “Which features of woke
strategies influence the consumer’s attitude towards the brand?”. This was researched with a survey with general features for advertisements (consumer manipulation, social integration, product information, hedonism, pleasure, economic situation, and materialism) and specific features for woke strategies (taking a stand as a company in injustice, inequality, and prejudice, taking a stand as an advertisement in injustice, inequality, and prejudice, relativeness between company and woke strategy, and relativeness between consumer and woke strategy). After conducting responses from 160 respondents, PROCESS analyses were executed. With this, there were made distinctions in the kind of social movement (LGBT(Q) movement, MeToo movement, and Black Lives Matter movement) and the kind of woke strategy used (woke statements or woke actions). Consumer manipulation had in all of these analyses a significant influence on attitude towards the advertisement. Also, relativeness between the company and the woke strategy, relativeness between the consumer and the woke strategy, pleasure, and taking a stand as advertisement in injustice, inequality, and prejudice, had an influence on attitude towards the advertisement. There was no significant influence of attitude towards the advertisement on attitude towards the brand.
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Faculteit der Managementwetenschappen