Online Social Contagion in Politically Charged Consumer Boycotts

Event Location / Date(s)

West Palm Beach, Florida, United States

Event Name / Location

Society for Marketing Advances

Presentation Date

11-1-2018

Document Type

Conference Presentation

Presenter(s) / Author(s)

Maria Petrescu, Nova Southeastern UniversityFollow

Description

The purpose of this study is to analyze the implications of social contagion in consumer boycotts from the angle of political movements, and the influence of politically charged causes on consumer boycotting behavior. We explore the central themes of discussion that appear in consumer social media talk about boycotts, as well as analyze the impact of political events on boycott movements, by using social media data and analytics from Twitter and Google Insights. The findings emphasize the elevated levels of negativity in consumer Twitter discussions about boycotting organizations in politically charged settings, and emotional aspects and common expressions and phrases that are specific in settings of social contagion. The study also uncovered a relation between consumer interest in boycotts and their focus on other political topics, including free speech and religion.

Comments

Citation details to be verified.

NSUWorks Citation

Petrescu, Maria, "Online Social Contagion in Politically Charged Consumer Boycotts" (2018). HCBE Faculty Presentations. 1198.
https://nsuworks.nova.edu/hcbe_facpres/1198