Tod speaks with the co-author of a scientific study that questions whether supporting a popular social causes is always a guaranteed win for your brand.

Yang Wang is an Assistant Professor of Marketing at the Fox School of Business at Temple University. He and his colleagues have just published some new research in the Journal of Marketing Science. His paper is called “How Support for Black Lives Matter Impacts Consumer Responses on Social Media.”

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Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada.

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