Journal article
Peer effects on brand activism: evidence from brand and user chatter on Twitter
The journal of brand management, v 31(2), pp 153-167
01 Mar 2024
Abstract
Although brands appear to be taking public stands on sociopolitical issues with increasing frequency, the predictors of such strategies are still under-explored. In this research, we investigate whether the activism of peers has an effect on a brand's decision to engage in social media activism. Analysing tweets from 177 brands over a five-year period on three prominent sociopolitical issues (Black Lives Matter, LGBTQIA rights, and COVID-19 policies), we find evidence that brands not only monitor and react to peer social media activism, but that such peer effects occur across industries. Furthermore, the data support the notion that brands also monitor consumer reactions to peer social media activism in order to weigh the risk of taking a stand as well as the risk of staying silent. Overall, the findings suggest that while weighing the risks and benefits of engaging in activism on social media, brand managers monitor not only the activism of other brands, but also the real-time public reactions to those initiatives.
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Details
- Title
- Peer effects on brand activism: evidence from brand and user chatter on Twitter
- Creators
- Mithila Guha - San Jose State UniversityDaniel Korschun - Drexel University
- Publication Details
- The journal of brand management, v 31(2), pp 153-167
- Publisher
- Springer Nature
- Number of pages
- 15
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Marketing
- Web of Science ID
- WOS:000973236100001
- Scopus ID
- 2-s2.0-85153061438
- Other Identifier
- 991021861178904721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business
- Management