New Normal and Social Media Adaptation: Impact of Woke Advertising on Consumer Sentiments Toward Brands

Manisha Sahay () and Kanchan Patil ()
Additional contact information
Manisha Sahay: Symbiosis International University
Kanchan Patil: Symbiosis Center for Information Technology

A chapter in Pandemic, New Normal and Implications on Business, 2022, pp 261-273 from Springer

Abstract: Abstract Purpose/Objectives—This paper aims to explore the impact of social media marketing and woke advertising on the digital natives and their perception toward different brands. The new generation of digital consumers is drawn on in marketing content related to the concept of being “woke” (addressing social causes). Historically, the brands have not engaged in sentiments of the consumers related to social causes due to the fear of alienating them. The recent studies have shown many brands globally utilizing the marketing budget to increase the outreach and impact. The paper aims to evaluate the impact of the digital campaigns run by different brands and relate it to the social cause to target the consumer sentiment. The study will focus on how the marketing efforts by several brands through different social media and other digital platforms utilize the concept of woke advertising to reach out to its target audience. The study will explore the advantages and disadvantages of such campaigns by the brands to reach maximum target audience and how it really affects the sentiments of the consumers. Design/methodology/approach—To know the impact of woke advertising and social media marketing on consumer sentiment, descriptive research and convenience sampling techniques were used to collect the data from respondents. Ninety-four youth respondents were included as a sample for the study. Findings/Conclusion—The findings include the use of marketing campaigns related to social causes that can prove advantageous or disadvantageous to the brands. The quest to target the sentiments of the customers through the brands can result in either alienating the customers or earning their loyalty for the lifetime. The study is original in the area of digital marketing and brands utilizing it to reach to the customers through social cause and sentiments. There are very few studies done on this topic of interest in the past. There has been positive and negative for the brands, and the study tries to reveal the use of digital marketing in such perspective. The value of the study is that it will help the brands to understand if supporting such social causes helps it to reach out to its target audience and helps in creating greater brand awareness or has a negative impact through alienating the consumers.

Keywords: Digital marketing; Social media marketing; Consumers; Brands; Woke advertising; Brand loyalty; New normal (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-19-4892-3_16

Ordering information: This item can be ordered from
http://www.springer.com/9789811948923

DOI: 10.1007/978-981-19-4892-3_16

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().