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EMAC 2023 Regional Conference

Exploring Consumer Boycott. A Case of Russia-Ukraine War in the Communication on Facebook

Published: November 22, 2023


Chrystyna Misiewicz, Kozminski University; Karolina Małagocka, Kozminsky University; Elwira Duś-Prieto, Kozminski University


The purpose of this paper is to explore the phenomenon of consumer boycotts in the context of Russia-Ukraine war, with an emphasis on the use of social media. The research involved analyzing the content on Facebook, to gain insight into Polish-speaking consumer’s perceptions and attitudes towards brands that have not decided to stop operating in Russia. It can be concluded that the involvement of most users was the same as their negativity, and they were motivated by anger far more than love. At the same time, the period of their increased activity corresponds to the period of reduced or zero activity of the brands analyzed.