How a Brand's Social Activism Impacts Consumers' Brand Evaluations: The Role of Brand Relationship Norms

by   Jingjing Li, et al.

Brands are facing heightened consumer pressure to address social issues via social media channels. However, the social media strategy that brands should employ during social activism is still unclear. We clarify the conditions under which brands' social media strategies (i.e., specific response or lack thereof) in the wake of social activism impact consumers' brand evaluations, as well as effective social media responses that brands can use to engage in social issues. Using a series of experiments conducted on various outcome variables (e.g., brand attitudes, purchase intent, word-of-mouth, and social media engagement), we find that brand relationship type (exchange, communal) affects how consumers react to brands' social media strategies during social activism. When brands' social media strategy is to not respond to social activism or to utilize a low empathy response, consumers evaluate communal brands less favorably than exchange brands. This difference in evaluations is attenuated when brands utilize a high empathy response on social media to engage in social activism conversations. We attribute these findings to differences in the extent to which social media strategies of communal versus exchange brands are perceived to comply with relationship norms during social activism. Our findings contribute to the literature on firms' social media strategies for engaging in social activism, brand relationships, and crisis communication. Our research can help practitioners develop appropriate social media strategies in the wake of social activism and assist social activists in gaining brand support for greater societal benefits.


page 22

page 26

page 28

page 30

page 35

page 36

page 38


Finding Strategies Against Misinformation in Social Media: A Qualitative Study

Misinformation spread through social media has become a fundamental chal...

Engaging Users through Social Media in Public Libraries

The participatory library is an emerging concept which refers to the ide...

Executive Voiced Laughter and Social Approval: An Explorative Machine Learning Study

We study voiced laughter in executive communication and its effect on so...

Social Media Usage in Kuwait: A Comparison of Perspectives Between Healthcare Practitioners and Patients

Social Media has been transforming numerous activities of everyday life,...

Unifying Data Perspectivism and Personalization: An Application to Social Norms

Instead of using a single ground truth for language processing tasks, se...

Patterns of ICT usage in disaster in Samoa

The study discussed in this paper focuses on ICT use during disasters in...

Local versus Global Strategies in Social Query Expansion

Link sharing in social media can be seen as a collaboratively retrieved ...

Please sign up or login with your details

Forgot password? Click here to reset