Navigating negative emotions: The role of negativity bias in digital activism

International Journal of Market Research, Volume 67, Issue 5, Page 630-653, September 2025.
This study investigates the influence of negativity bias in digital activism (e.g., #BlackLivesMatter, #AllLivesMatter, and Nike’s #TakeAKnee campaigns). Analyzing over 3.5 million tweets across a decade, the research highlights how predominantly negative …

​International Journal of Market Research, Volume 67, Issue 5, Page 630-653, September 2025. <br/>This study investigates the influence of negativity bias in digital activism (e.g., #BlackLivesMatter, #AllLivesMatter, and Nike’s #TakeAKnee campaigns). Analyzing over 3.5 million tweets across a decade, the research highlights how predominantly negative … Read More

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