Percorrer por autor "Kanne, Benjamin Leon"
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- Social media warwashing : its effects on Portuguese and Danish consumers : a cross-cultural studyPublication . Kanne, Benjamin Leon; Silva, Susana Cristina Lima da Costa eBased on recent war events rooted in the Russia-Ukraine war, this research study compares how Portuguese and Danish consumers are affected when exposed to warwashing. The study attempts to use cultural differences and analyze whether or not these can be used to predict how each consumer acts towards warwashing. Moreover, the research utilized and manufactures four alternative hypotheses and their null hypotheses to be tested. A quantitative survey including nine questions was conveyed in a deductive manner. Consequently, results were analyzed through the statistical program JMP in which paired t-tests were performed. The results show that there does seem to be a significant difference in how Portuguese and Danish consumers are affected by warwashing. Based on statistical evidence, Danish consumers appear to be affected more, taking greater and more frequent actions. The research was exposed to a few limitations such as it being a cross-sectional study not enabling data collection in more than one time period. Another limitation of the research relies in warwashing being a completely new concept with no previous literature.