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The role of social media in the proliferation and promotion of Brand Activism

2022-06-30Journal article Open access
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dc.contributor.authorMiguel, Alexandra
dc.contributor.authorMiranda, Sandra
dc.date.accessioned2022-06-30T16:44:32Z
dc.date.available2022-06-30T16:44:32Z
dc.date.issued2022-06-30
dc.description.abstractDespite the relevance and actuality of brand activism, there are few theoretical investigations about the origins of this concept, and particularly about the role that social networks played in its proliferation and encouragement. This systematic literature review, based on the most prominent articles published in this field of expertise, investigates and discusses the role of technological advances, and particularly the role of the popularization of the use of social networks, in the proliferation of brand activism worldwide. Likewise, the concept of brand activism as a new trend in strategic communication between brands and stakeholders is explored, giving real examples of brand activism campaigns to present a current picture of the application of this concept, both online and offline.en
dc.description.abstractApesar da relevância e atualidade do ativismo de marca, poucas são as investigações teóricas que se debruçam sobre as origens desse conceito e, principalmente, sobre o papel que as redes sociais desempenharam na sua proliferação e incentivo. Esta revisão sistemática da literatura, baseada nos artigos mais proeminentes publicados na área da especialidade, investiga e discute o papel dos avanços tecnológicos, e particularmente da popularização do uso de redes sociais, na proliferação do ativismo de marca a nível mundial. Do mesmo modo, o conceito de ativismo de marca é abordado como uma nova tendência na comunicação estratégica entre marcas e stakeholders, partindo-se de exemplos reais de campanhas de ativismo de marca para apresentar um quadro atual da aplicação deste conceito, tanto online como offline.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMiguel, A., & Miranda, S. (2022). The role of social media in the proliferation and promotion of Brand Activism. Comunicação Pública, 17(32). https://doi.org/10.34629/cpublica.327pt_PT
dc.identifier.doihttps://doi.org/10.34629/cpublica.327pt_PT
dc.identifier.issn2183-2269
dc.identifier.urihttp://hdl.handle.net/10400.21/14763
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEscola Superior de Comunicação Socialpt_PT
dc.relation.publisherversionhttps://journals.ipl.pt/cpublica/article/view/327pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectBrand activismen
dc.subjectSocial networksen
dc.subjectCyberactivismen
dc.subjectActive citizenshipen
dc.subjectAtivismo de marcapt_PT
dc.subjectRedes sociaispt_PT
dc.subjectCiberativismopt_PT
dc.subjectCidadania ativapt_PT
dc.titleThe role of social media in the proliferation and promotion of Brand Activismpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceLisboapt_PT
oaire.citation.titleComunicação Públicapt_PT
oaire.citation.volumeVol.17, N.º 32pt_PT
person.familyNamede Matos Miguel
person.familyNameLopes Miranda
person.givenNameAlexandra
person.givenNameSandra Marisa
person.identifier.ciencia-idF01F-4BC5-A19C
person.identifier.ciencia-id681E-05F5-C887
person.identifier.orcid0000-0002-3267-6772
person.identifier.orcid0000-0002-5544-5942
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication6206a437-8df1-419c-9a0a-8eb1cc60dd48
relation.isAuthorOfPublication9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba
relation.isAuthorOfPublication.latestForDiscovery9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba

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