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Institut
Brand Activism
(2023)
Despite growing attention to brand activism and the divergent consumer reactions including highly polarized discussions on social media that result in negative electronic word-of-mouth, little is known about the underlying consumer intentions. Thus, drawing from the literature of brand activism and electronic word-of-mouth intentions this study investigates dominant themes underlying consumer comments towards brand activism campaigns. Based on a qualitative content analysis of 2,627 YouTube comments across three brand activism campaigns, the study suggests social interaction, lack of brand authenticity, misinterpretation of the message, personal beliefs, and perceived limitation of free speech as factors influencing negative electronic word-ofmouth intentions towards brand activism on social media. Thereby, the study adds to the so far limited literature of brand activism research from the consumer point of view and contributes to a better understanding of negative electronic word-of-mouth intentions.