Evolving Consumer Responses to Social Issue Campaigns: A Data-Mining Case of COVID-19 Ads on YouTube
Author:
Affiliation:
1. San Diego State University, San Diego, California, USA
2. University of Florida, Gainesville, Florida, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/15252019.2022.2063770
Reference33 articles.
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2. Blei, D. M., Ng, A. Y. & Jordan, M. I. (2003). “Latent Dirichlet Allocation.” Journal of Machine Learning Research 3(Jan): 993–1022.
3. Conceptual Issues in Framing Theory: A Systematic Examination of a Decade's Literature
4. How brand-cause fit shapes real world advertising messages: a qualitative exploration of ‘femvertising’
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