Yang Feng, Ph.D., San Diego University, Huan Chen, Ph.D., University of Florida, & Ho-Young Ahn, Ph.D., Pepperdine
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Dr. Yang Feng and colleagues explored consumer social media responses to "woke advertising" (when brands capitalize on social issues in advertising campaigns).
An analysis of 125,481 unique comments on Gillette’s “The Best Men Can Be” campaign was conducted.
Key findings include:
- Consumers left more negative comments on social media when they were anonymous than when they commented as themselves.
- A person may feel pressure to provide socially desirable responses to an ad when there is a social connection, as opposed to anonymous users who tend to leave negative responses.
- When comments on Youtube are “liked” early on, the algorithm will continually boost those comments which impacts how others will comment.
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Sasha Dookhoo, N6A & Melissa D. Dodd, Ph.D., University of Central Florida
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Researchers explored how Millennials are engaging in social media activism and whether online activism is driving offline activism behaviors.
A quantitative survey of 306 participants was conducted.
Key findings include:
- Millennials are primarily “slacktivists” (i.e., actual information-seeking behaviors and knowledge about an issue are lacking; however, involvement in the issue is high) when it comes to engaging in activist behaviors and some generally refrain from engaging in these issues both online and offline.
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Offline activist behaviors such as boycotts, rallies, or marches are more likely to occur for new issues that garner mobilization (e.g., sharing experiences, signing online petitions) and tangible online activism (e.g., contacting a political leader, changing of profile pictures).
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To gain awareness, mobilization, and action for activism, PR professionals should consider Millennial needs for social interaction (interactions with others that satisfy basic needs of expression, belonging, and participation) and control (a desire to influence others).
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Lucid, ThinkNow, & Insights in Color
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Lucid teamed up with ThinkNow and Insights in Color to create new standards for the language used in identity questions.
Key findings include:
- 59% of Gen Z consumers believe forms asking for gender should include more than just "male" or "female" compared to:
- 50% of Millennials
- 40% of Gen X
- 32% of Baby Boomers (Pew Research Center, 2018)
- For studies centering on LGBTQ+ consumers, including more identity variables as well as variables of uncertainty gives consumers the ability to self-identify more accurately.
- Giving consumers the ability to select multiple racial identities enables researchers to accurately track the racial groups with which consumers self-identify.
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Fortune examined CEO's perspectives on the post-pandemic financial market, including their expectations for financial performance and plans for investing.
A survey of 110 CEOs was conducted from June 1–7.
Key findings include:
- 77% of CEOs expect their company to post strong growth over the next 12 months, including 30% who predict their financial growth will be "very strong."
- 74% of CEOs expect the federal government to enact laws this year that increase their company's overall tax burden.
- 58% of CEOs expect their artificial intelligence spending to increase over the next 12 months.
- 47% of CEOs expect the business effects of the pandemic to linger beyond 2021.
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