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Frontiers: How Support for Black Lives Matter Impacts Consumer Responses on Social Media

Author

Listed:
  • Yang Wang

    (Marketing, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122)

  • Marco Shaojun Qin

    (Marketing, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122)

  • Xueming Luo

    (Marketing, Strategy, and Management Information System, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122)

  • Yu (Eric) Kou

    (Marketing, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122)

Abstract

We scrutinize the direct and moderated impact of brands’ support for Black Lives Matter (BLM) on consumer responses. Our empirical strategy exploits Blackout Tuesday as a natural experiment in which BLM support occurred on Instagram (treated platform) but not on Twitter (control platform) to perform a within-brand crossplatform difference-in-differences (DID) analysis. We also combine econometric models with machine learning techniques to analyze the unstructured data of the social media content. Based on a unique multiindustry, multiyear, and multiplatform data set of 435 major brands and 396,988 social media posts, we find a negative impact of BLM support on consumer responses, such as followers and likes. Furthermore, our analyses uncover a multifaceted set of heterogeneous DID effects across brands. (1) Although lone-wolf BLM support leads to negligible effects, large-scale BLM support from many brands can lead to strong negative effects (i.e., the bandwagon effect). (2) Posting self-promotional content exacerbates the negative effects of BLM support. (3) Historical prosocial posting on social media attenuates the negative effects. (4) Brands with socially oriented missions suffer less from the negative effects. (5) Customers’ political affiliation also matters; the negative effects of BLM support are amplified/attenuated for brands with mostly Republican/Democratic customers. Additionally, (6) slacktivism (showing BLM support in words but without financial donations) can mitigate the negative effects for brands with mostly Republican consumers but amplify the negative effects for brands with mostly Democratic consumers.

Suggested Citation

  • Yang Wang & Marco Shaojun Qin & Xueming Luo & Yu (Eric) Kou, 2022. "Frontiers: How Support for Black Lives Matter Impacts Consumer Responses on Social Media," Marketing Science, INFORMS, vol. 41(6), pages 1029-1044, November.
    • Handle: RePEc:inm:ormksc:v:41:y:2022:i:6:p:1029-1044
    DOI: 10.1287/mksc.2022.1372
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    References listed on IDEAS

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    1. James J. Cordeiro & Joseph Sarkis, 1997. "Environmental proactivism and firm performance: evidence from security analyst earnings forecasts," Business Strategy and the Environment, Wiley Blackwell, vol. 6(2), pages 104-114, May.
    2. Mukherjee, Sourjo & Althuizen, Niek, 2020. "Brand activism: Does courting controversy help or hurt a brand?," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 772-788.
    3. Sourjo Mukherjee & Niek Althuizen, 2020. "Brand Activism: Does Courting Controversy Help or Hurt a Brand?," Post-Print hal-03095886, HAL.
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    Cited by:

    1. Kathleen T. Li, 2024. "Frontiers: A Simple Forward Difference-in-Differences Method," Marketing Science, INFORMS, vol. 43(2), pages 267-279, March.
    2. Youngtak M. Kim & Neil T. Bendle & John Hulland & Michael D. Pfarrer, 2024. "Corporate sustainability research in marketing: Mapping progress and broadening our perspective," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1495-1512, October.
    3. Federico Mangiò & Giuseppe Pedeliento & Daniela Andreini & Lia Zarantonello, 2024. "How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 345-381, July.
    4. In-Hye Kang & Amna Kirmani, 2024. "Lying and Cheating the Company: The Positive and Negative Effects of Corporate Activism on Unethical Consumer Behavior," Journal of Business Ethics, Springer, vol. 192(1), pages 39-56, June.
    5. Alagöz, Nazli, 2024. "Promotion and technological change in the music industry," Other publications TiSEM 511ceba0-62a0-4c60-a76c-f, Tilburg University, School of Economics and Management.

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