Abstract

College student opinions and purchase patterns on social issue (“woke”) advertising were determined using an online survey. Demographic information including gender and political affiliation were collected along with general questions on opinions on social issue marketing and specific questions related to liberal- and conservative-leaning advertisements. The student population surveyed was predominantly Caucasian (88%) and female (68%) but was more evenly distributed across political affiliation. College student were unlikely to let allow social issue marketing to affect their purchasing patterns and due to the some mixed responses to liberal and conservative-leaning marketing, the effectiveness of social-issue marketing was limited.

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