What is it about?
Brands can use politically divisive causes in their marketing campaigns to highlight brand values. We study the responses of consumers who disagree with a cause promoted by a chocolate brand. These consumers found several strategies to undermine the campaign and the features of social media platforms played a key role in these strategies.
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Why is it important?
Companies increasingly use political topics and causes in their marketing campaigns so it is important to understand how consumers, who oppose the cause, typically react. Knowing the typical reactions helps companies plan and implement more credible marketing campaigns that also support the chosen cause.
Perspectives
Studying the "dark side" of social media can be wearing or even disturbing. Making sense of it is however equally important as knowing its positive effects. We hope the study helps readers get a comprehensive picture of the negative or aggressive actions consumers might target brands with - without having to read each and every post themselves.
Essi Pöyry
University of Helsinki
Read the Original
This page is a summary of: Opposing brand activism: triggers and strategies of consumers’ antibrand actions, European Journal of Marketing, October 2022, Emerald,
DOI: 10.1108/ejm-12-2020-0901.
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