How radical is radical?: Understanding the role of activists’ communication strategies on the formation of public attitude and evaluation.

Highlights: [•] We examined the evaluation of radical and moderate activists based on public attitude, intent to engage in electronic word-of-mouth and intent to donate to activists. [•] Participants showed greater intent to engage in electronic word-of-mouth to radical activists than moderate activists. [•] Participants showed the most positive attitude to protest strategy compared to humiliation and terrorism. [•] Participants had the greatest intent for electronic word-of-mouth for protest strategy. [•] Intention to donate was highest for protest strategy. [ABSTRACT FROM AUTHOR]