Feng, Yang; Chen, Huan; Ahn, Ho-Young (Anthony) - In: Journal of Research in Interactive Marketing 15 (2021) 4, pp. 529-548
Purpose: Guided by a synthesis of social norms theory (SNT), the social identity model of deindividuation effects (SIDE) and information cascades theory (ICT), this study aims to unveil the mechanism underlying the role of social norms in shaping consumer responses to woke advertising in the...