"Woke-Washing" a Brand : An Analysis of Socially Progressive Marketing by Nike on Twitter and the User Response to it
This study examines two marketing campaigns on the social media platform Twitter by the brand Nike, with the campaigns involving American football player Colin Kaepernick and tennis player Serena Williams respectively. The study specifically explores how Nike utilizes socially and politically progre...
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| Format: | Others |
| Language: | English |
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Uppsala universitet, Institutionen för ABM
2020
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-412633 |
