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• W2942009179 abstract "In March 2015, Starbucks introduced its #RaceTogether campaign to encourage patrons to discuss race and ethnicity in global culture. Public reaction to #RaceTogether was largely critical and resulted in Starbucks' abandoning the campaign within a year. Through an analysis of 5000 #RaceTogether tweets, this study examines how users engaged the campaign and each other. This study draws three conclusions. First, most #RaceTogether posts featured extremist and racist positions. Second, #RaceTogether posts deflected race conversations and critiqued the organizations role in national racial discourses. Finally, posts in the digital space critiqued Starbucks as a location for inter-racial dialogue because of brand perception. This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors." @default.
• W2942009179 created "2019-05-03" @default.
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• W2942009179 date "2019-09-01" @default.
• W2942009179 modified "2023-09-25" @default.
• W2942009179 title "E-Racing together: How starbucks reshaped and deflected racial conversations on social media" @default.
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• W2942009179 doi "https://doi.org/10.1016/j.pubrev.2019.04.006" @default.
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