"These results offer a perspective on a question that is becoming more and more important for brands: can taking a clear stand in favor of core values be a winn

"These results offer a perspective on a question that is becoming more and more important for brands: can taking a clear stand in favor of core values be a winning strategy, even when that stand is opposed by a segment of the public as well as the president? Just measuring reactions on social media would argue against this — with the hashtag #boycottNike trending on Twitter. However, social furor and engagement from those active online and overall sentiment of those actually viewing the ad may not be correlated based on Swayable’s research. Instead, this research suggests that the furor is limited to a few specific groups." Without demographic breakdowns, one could suggest anything.