Pulling ads, making apologies: : Lowe's use of Facebook to communicate with stakeholders

• Autores: Emily S. Kinsky, R. Nicholas Gerlich, Meagan E. Brock Baskin, Kristina Drumheller
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 40, Nº. 3, 2014, págs. 556-558
• Idioma: inglés
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• Resumen

  • This study examines the use of Facebook by Lowe's to reach its stakeholders after the controversial decision to pull its advertising from TLC's All-American Muslim. Through an online survey, the study gauges people's thoughts about the use of Facebook to apologize. Results showed significant differences based on age, race/ethnicity, and political affiliation regarding the use of Facebook and significant differences based on education, time spent on Facebook, political affiliation and race/ethnicity regarding the wording of Lowe's apology