https://ojs.bbwpublisher.com/index.php/ssr <p style="text-align: justify;"><em>Scientific and Social Research (SSR)</em>&nbsp;publishes papers devoted to quantitative social science research and methodology. The journal features articles that illustrate the use of quantitative methods to empirically test social science theory. The journal emphasizes research concerned with issues or methods that cut across traditional disciplinary lines. Special attention is given to methods that have been used by only one particular social science discipline, but that may have application to a broader range of areas with an ultimate goal of testing social science theory.&nbsp;</p> <p style="text-align: justify;">Its articles yield new insights into established practices, evaluate new techniques and research, examine current social problems, and bring serious critical analysis to bear on problems in the profession.&nbsp;Review chapters typically cover social processes, institutions and culture, organizations, political and economic sociology, stratification, demography, urban sociology, social policy, historical sociology, and major developments in sociology in other regions of the world. Major emphasis is placed on social policy and the solutions to serious human problems.</p> Bio-Byword Scientific Publishing PTY LTD en-US Scientific and Social Research 2661-4332 https://ojs.bbwpublisher.com/index.php/ssr/article/view/13667 <p>Focusing on SK-II’s advertising campaign addressing marital pressure, this study examines how multinational brands engage with locally sensitive issues in the Chinese context. Drawing on emotional branding, post-feminist discourse, and affective publics, the study analyzes how documentary-style visuals and moderated narration transform women’s everyday experiences into shareable emotional structures while managing cultural risk. Through open-ended storytelling, the campaign enables audience reinterpretation and circulation across social media, extending beyond a commercial text into a relational medium. The findings suggest that communicative effectiveness depends on nuanced representations of lived experience and the accommodation of diverse audience interpretations.</p> Zian Chen Copyright (c) 2026 Author(s) 2026-01-30 2026-01-30 8 1 130 135 10.26689/ssr.v8i1.13667