التفاصيل البيبلوغرافية
| العنوان: |
ONSUMER ACTIVISM ON SOCIAL MEDIA DURING GEOPOLITICAL CONFLICT. |
| المؤلفون: |
MISIEWICZ, Chrystyna1 cmisiewicz@kozminski.edu.pl, STEPANIUK, Krzysztof2 k.stepaniuk@pb.edu.pl |
| المصدر: |
Scientific Papers of Silesian University of Technology. Organization & Management / Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie. 2024, Issue 208, p331-349. 19p. |
| مصطلحات موضوعية: |
*CONSUMER activism, *PUBLIC opinion, *CONSUMER behavior, *SENTIMENT analysis, *USER-generated content, *BOYCOTTS |
| مستخلص: |
Purpose: This paper aims to examine the dynamics of consumer engagement and sentiment in social media activism during geopolitical conflict, focusing on how consumer activism manifests online. By analyzing user interactions and shifts in sentiment, the study seeks to offer insights into the scale and impact of digital activism, particularly how consumers mobilize on social media in response to geopolitical events. Additionally, the research aims to provide guidance on how brands can adapt their communication strategies to navigate the challenges posed by widespread digital activism effectively. Design/methodology/approach: The research employs a quantitative sentiment analysis and qualitative content analysis of Facebook interactions. The study specifically investigates three brands from the Mulliez Group (Leroy Merlin, Auchan, and Decathlon) during the RussianUkrainian conflict. The analysis covers user-generated content from Polish Facebook profiles. Findings: The study identifies a distinct pattern of consumer engagement, characterized by an initial surge in activism and negative sentiment that peaks early during the conflict before gradually stabilizing. This trend highlights the short-lived intensity of social media-driven activism, influenced by hedonic adaptation. While initial consumer responses were emotionally charged and fueled by calls for boycotts, sentiment analysis shows a decline in negative engagement towards the end of the year, indicating the effectiveness of adaptive brand communication strategies. Research limitations/implications: The study is limited by its focus on a specific geopolitical event and a narrow sample of brands, which may affect the generalizability of the findings. Practical implications: The findings suggest that brands can benefit from implementing transparent, adaptive, and responsive communication strategies during periods of intense consumer activism. Real-time sentiment monitoring and proactive engagement are crucial for managing public perception and mitigating negative impacts. Originality/value: This paper contributes to the literature on social media activism and brand communication by offering a detailed analysis of consumer engagement patterns during a geopolitical crisis. The use of advanced sentiment analysis and engagement metrics provides a novel approach to understanding the temporal dynamics of online activism. The study is valuable for brand managers, marketers, and researchers interested in navigating the complexities of digital consumer behavior and crisis communication. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Business Source Index |