Can Fear Stop Animal Cruelty in Fashion Industry? The Effect of Negative Arousal in a Nonprofit Organization’s Social Media Campaigns

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Date
2018-01-01
Authors
Lim, Heejin
Cho, Moonhee
Bedford, Sergio
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This study focuses on the issue of animal cruelty which is a relatively under-investigated topic in the fashion industry and aims to investigate how different levels of animal cruelty depicted in nonprofit organizations’ ethical consumption campaigns translate into viewers’ negative emotions and lead to supportive behavior and ethical consumption intention.

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