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.#isoverparty. The Consequences of Brand Boycotts for Brands in the Social Media Environment After Russia’s Invasion in Ukraine

Author

Listed:
  • Katarzyna Sanak-Kosmowska

    (Department of Marketing, Cracow University of Economics, Poland)

Abstract

This study investigated social-media-based anti-brand communication. Guided by consumer boycotts and brand cancellation theory, the author conducted a qualitative study based on content analysis of tweets about 59 international brands that remained in Russia after the invasion in February 2022. The research was conducted on Twitter between August 10 and 17, 2022. The study aimed to determine whether brands that have decided to stay in Russia are still exposed to negative WoM, calls for a boycott or brand cancellation after 6 months since the war began. The obtained 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 on their business goals, may decide to adopt a “wait-out” strategy.

Suggested Citation

  • Katarzyna Sanak-Kosmowska, 2023. ".#isoverparty. The Consequences of Brand Boycotts for Brands in the Social Media Environment After Russia’s Invasion in Ukraine," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(16), pages 22-38.
    • Handle: RePEc:sgm:jmcbem:v:1:i:16:y:2023:p:22-38
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    References listed on IDEAS

    as
    1. Martin Reimann & Deborah J. MacInnis & Valerie S. Folkes & Arianna Uhalde & Gratiana Pol, 2018. "Insights into the Experience of Brand Betrayal: From What People Say and What the Brain Reveals," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(2), pages 240-254.
    2. Tobias Hahn & Noël Albert, 2017. "Strong Reciprocity in Consumer Boycotts," Journal of Business Ethics, Springer, vol. 145(3), pages 509-524, October.
    3. Tan, Teck Ming & Balaji, M.S. & Oikarinen, Eeva-Liisa & Alatalo, Sari & Salo, Jari, 2021. "Recover from a service failure: The differential effects of brand betrayal and brand disappointment on an exclusive brand offering," Journal of Business Research, Elsevier, vol. 123(C), pages 126-139.
    4. S. Umit Kucuk, 2016. "Consumerism in the Digital Age," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(3), pages 515-538, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer boycotts; brand cancellation; social media; brand reputation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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