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