Solidarity brand activism influences Black-Asian American linked fate: toward a minority-minority advertising paradigm shift

Abstract

The concurrence of sociopolitical movements concerning multiple marginalized racial groups (e.g. #BlackLivesMatter and #StopAsianHate during the COVID-19 pandemic) has posed challenges in integrating activism advocacy and DEI (diversity, equity & inclusion) in marketing communication. However, the existing intergroup inclusive advertising scholarship has been predominantly guided by the hegemonic majority-minority paradigm. The present study aims to provide an exploratory research framework to shed light on the critical minority-minority relations that has been largely overlooked in advertising research. Through integrating racial triangulation, social identity, framing, and linked fate theories, this study examines how the Black-Asian solidarity activism integration messaging approach—as opposed to Black-centric and Asian-centric approaches—in brand activism advertising influences Black and Asian Americans’ perceived linked fate and group attitudes towards Black and/or Asian Americans as well as their consumer responses. Also, this study proposes a model to explore whether linked fate mediates such joint effects of activism integration approaches and audience identity. The findings demonstrated solidarity activism integration could positively impact consumers’ perceived collective linked fate with both Black and Asian Americans, while Asian-centric activism integration is more effective in increasing positive brand attitude and ad trust. Along with its theoretical, practical, and social implications, this work carves out new directions for brand activism research.