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Information Systems and e-Business Management

22-03-2023 | Original Article

Factors affecting Consumer Brand Sabotage virality: a study of an Indian brand #boycott

Authors: Rehan Bhatia, Agam Gupta, M. Vimalkumar, Divya Sharma

Published in: Information Systems and e-Business Management

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Abstract

Research on negative brand relationships has gained traction over the years. However, most of this research has focussed on the cases involving product or service failure by a firm, leaving conflicts arising as a result of values and ethics espoused by a firm relatively unexplored. In this research, we focus on one such case and explore the factors that influence virality of social media content in the context of Consumer Brand Sabotage (CBS). Based on a week of Twitter data pertaining to specific hashtags associated with a brand’s sabotage, we explore how tweet related attributes affect the potential for amplification of the tweets related to the event. We categorize the factors as informational, interactional, and creator specific, and build machine learning (ML) models to predict the retweet likelihood of CBS tweets. We find that while informational factors associated with the tweets (such as, hashtags, URLs and emotions) are important to predict the diffusion of CBS-related tweets, this was not the case for interactional factors (such as, reply, like, quote, etc.). For creator factors, we found that considering the number of followers of the creator in the ML models reduced the predictability of diffusion of CBS-related tweets, and found verified accounts to be of little importance as well. We discuss the implications of these findings for practice and research, and present scope for future research.

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Research has tried to explicate various aspects of consumer-brand engagement including its various antecedents and consequences (Gómez et al. 2019; Algharabat et al. 2020).

See https://www.nytimes.com/1995/06/17/world/oil-companies-face-boycott-over-sinking-of-rig.html.

The traditional word of mouth literature has long noted the negative effects of negative word of mouth such as its influence on consumer judgements (Herr et al. 1991).

See https://www.adgully.com/tanishq-launched-the-ekatvam-campaign-to-start-off-the-festive-season-98116.html.

See: https://www.timesnownews.com/india/article/after-internet-backlash-tanishq-pulls-plug-on-latest-ad-the-controversy-around-ekatvam-explained/666883.

See https://www.india.com/news/india/tanishq-store-attacked-by-mob-in-gujarats-gandhidham-manager-made-to-write-apology-note-4172760/.

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Title: Factors affecting Consumer Brand Sabotage virality: a study of an Indian brand #boycott
Authors: Rehan Bhatia
Agam Gupta
M. Vimalkumar
Divya Sharma
Publication date: 22-03-2023
Publisher: Springer Berlin Heidelberg
Published in: Information Systems and e-Business Management
Print ISSN: 1617-9846
Electronic ISSN: 1617-9854
DOI: https://doi.org/10.1007/s10257-023-00628-0

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