Resumen de Pulling ads, making apologies: : Lowe's use of Facebook to communicate with stakeholders
Emily S. Kinsky, R. Nicholas Gerlich, Meagan E. Brock Baskin, Kristina Drumheller
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
