.#isoverparty. The Consequences of Brand Boycotts
for Brands in the Social Media Environment
After Russia’s Invasion in Ukraine
.#isoverparty. The Consequences of Brand Boycotts
for Brands in the Social Media Environment
After Russia’s Invasion in Ukraine
Author(s): Katarzyna Sanak-KosmowskaSubject(s): Social Sciences, Economy, Sociology, Crowd Psychology: Mass phenomena and political interactions, Socio-Economic Research
Published by: Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego
Keywords: consumer boycotts; brand cancellation; social media; brand reputation
Summary/Abstract: This study investigated social-media-based anti-brand communication. Guided by consumerboycotts and brand cancellation theory, the author conducted a qualitative study based on contentanalysis of tweets about 59 international brands that remained in Russia after the invasion inFebruary 2022. The research was conducted on Twitter between August 10 and 17, 2022. Thestudy aimed to determine whether brands that have decided to stay in Russia are still exposed tonegative WoM, calls for a boycott or brand cancellation after 6 months since the war began. Theobtained results made it possible to identify the number of tweets and their content and sentiment.They also showed the dynamics of negative WoM publications on social media and their character.The practical implications are the following: brands exposed to consumer boycotts, depending ontheir business goals, may decide to adopt a “wait-out” strategy.
Journal: Journal of Marketing and Consumer Behaviour in Emerging Markets
- Issue Year: 16/2023
- Issue No: 1
- Page Range: 22-38
- Page Count: 17
- Language: English
