Opposing brand activism: triggers and strategies of consumers’ antibrand actions

Purpose In brand activism, a promotes contested sociopolitical causes to highlight its values. Brand activism also alienates those consumers who disagree with the cause, might, consequently, target critical, negative or even aggressive actions. This paper aims study triggers and strategies of consumers’ antibrand actions given in response activism. Design/methodology/approach Qualitative content analysis multiple correspondence were used consumer responses directed at chocolate brand’s campaign that advocated civilized online conversions opposed hate speech, politically heated topic. total, 1,615 messages collected from social media platforms. Findings Field infringement, political accusations questioned impact triggered turn against campaign. Strategies undermine it included boycotting, discrediting trapping. Trapping – creatively using technological affordances create harm was typically by associations. Research limitations/implications relate critical regarding one only. Practical implications By understanding discussion around chosen including opponents’ typical strategies, can more credibly advocate for communicate Originality/value Political are distinct previously identified functional ethical actions, they noninstrumental nature. Practices native central platforms contribute how such disappointment is articulated acted upon.