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

Detalhes bibliográficos
Autor(a) principal: Miguel, Alexandra
Data de Publicação: 2022
Outros Autores: Miranda, Sandra
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.21/14763
Resumo: Despite 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.
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spelling The role of social media in the proliferation and promotion of Brand ActivismBrand activismSocial networksCyberactivismActive citizenshipAtivismo de marcaRedes sociaisCiberativismoCidadania ativaDespite 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.Apesar 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.Escola Superior de Comunicação SocialRCIPLMiguel, AlexandraMiranda, Sandra2022-06-30T16:44:32Z2022-06-302022-06-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.21/14763engMiguel, 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.3272183-2269https://doi.org/10.34629/cpublica.327info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-08-03T10:11:22Zoai:repositorio.ipl.pt:10400.21/14763Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:22:30.799624Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The role of social media in the proliferation and promotion of Brand Activism
title The role of social media in the proliferation and promotion of Brand Activism
spellingShingle The role of social media in the proliferation and promotion of Brand Activism
Miguel, Alexandra
Brand activism
Social networks
Cyberactivism
Active citizenship
Ativismo de marca
Redes sociais
Ciberativismo
Cidadania ativa
title_short The role of social media in the proliferation and promotion of Brand Activism
title_full The role of social media in the proliferation and promotion of Brand Activism
title_fullStr The role of social media in the proliferation and promotion of Brand Activism
title_full_unstemmed The role of social media in the proliferation and promotion of Brand Activism
title_sort The role of social media in the proliferation and promotion of Brand Activism
author Miguel, Alexandra
author_facet Miguel, Alexandra
Miranda, Sandra
author_role author
author2 Miranda, Sandra
author2_role author
dc.contributor.none.fl_str_mv RCIPL
dc.contributor.author.fl_str_mv Miguel, Alexandra
Miranda, Sandra
dc.subject.por.fl_str_mv Brand activism
Social networks
Cyberactivism
Active citizenship
Ativismo de marca
Redes sociais
Ciberativismo
Cidadania ativa
topic Brand activism
Social networks
Cyberactivism
Active citizenship
Ativismo de marca
Redes sociais
Ciberativismo
Cidadania ativa
description Despite 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.
publishDate 2022
dc.date.none.fl_str_mv 2022-06-30T16:44:32Z
2022-06-30
2022-06-30T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.21/14763
url http://hdl.handle.net/10400.21/14763
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Miguel, 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.327
2183-2269
https://doi.org/10.34629/cpublica.327
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Comunicação Social
publisher.none.fl_str_mv Escola Superior de Comunicação Social
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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