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EMAC 2024 Annual


Whirlwind warnings: Factors driving consumers to engage in negative eWOM towards brand activism on social media.
(A2024-119308)

Published: May 28, 2024

AUTHORS

Ursula Haas-Kotzegger, University of Applied Sciences CAMPUS 02; Elena Wibmer, University of Applied Sciences CAMPUS 02; René Kerschbaumer, CAMPUS 02 University of Applied Sciences; Dietmar Kappel, CAMPUS 02 University of Applied Sciences

ABSTRACT

A growing number of brands engage in brand activism by adopting positions on socio-political matters – and receive a wide array of consumer responses, especially on social media. Negative consumer responses pose a significant risk for brands, as negative emotions can quickly spread and potentially cause substantial damage. However, there is still a lack of complete comprehension about the underlying drivers motivating consumers to engage in eWOM following a brand activism initiative. This study employs a qualitative content analysis of 2,627 YouTube comments related to three large-scale brand activism campaigns to analyse key drivers of negative eWOM intentions. The findings reveal that consumers’ opposing of brand activism is influenced by three key dimensions: consumer-related factors, company-related factors, and channel-related factors. The research offers a comprehensive understanding of the factors driving eWOM intentions when brands take a stance on socio-political issues.