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Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames

Author

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  • Iago S. Muraro

    (University of St. Gallen)

  • Kjerstin Thorson

    (Michigan State University)

  • Patricia T. Huddleston

    (Michigan State University)

Abstract

Research suggests that social media consumer activism can be motivated through multiple microlevel action frames (MAFs – or simply, microframes). In this study, we examine an online consumer activism campaign against the supermarket chain Carrefour in Brazil and develop a typology of microframes that emerged during this episode of consumer activism. We leverage Twitter data to illustrate the distinction between cause-oriented (centered on animal rights issues) and brand-oriented MAFs (emphasizing consumer disappointment in Carrefour) and examine their influence on the emergence of other online consumer activism microframes. Our findings reveal the complex interplay between cause support (cause-oriented MAF) and perceptions of a brand transgression (brand-oriented MAF) to galvanize collective action. We theorize the roles of distinct MAFs in spurring and sustaining consumers’ online mobilization. Practical recommendations for brand managers are discussed.

Suggested Citation

  • Iago S. Muraro & Kjerstin Thorson & Patricia T. Huddleston, 2023. "Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 461-477, September.
    • Handle: RePEc:pal:jobman:v:30:y:2023:i:5:d:10.1057_s41262-023-00322-z
    DOI: 10.1057/s41262-023-00322-z
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