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- W2079797429 abstract "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.本研究将 Pope 和 Wæraa (2016) 的企业社会责任洗脑概念框架 (CSR-washing conceptual framework) 应用于社交媒体环境中的一个近期案例: “快乐是多样化的” 运动和澳大利亚婚姻修正案; 利用情感分析方法 (sentiment analysis) 研究了联合利华旗下梦龙冰淇淋公司 (Magnum ice-cream) 广告活动的帖子. 我们应用了该框架的五个条件, 结果表明支持 Pope 和 Wæraa (2016) 洗脑框架. 研究结果表明, 在因果偷袭营销的案例中, 消费者情绪有四个普遍的主题: (1) 支持倡导者; (2) 反倡导者; (3) 道德诋毁者; (4) 怀疑论者." @default.
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- W2079797429 date "2008-09-01" @default.
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- W2079797429 title "The International Journal of Research in Marketing (IJRM): Its conception and early years" @default.
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- W2079797429 doi "https://doi.org/10.1016/j.ijresmar.2008.06.002" @default.
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