Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames

Abstract Research suggests that social media consumer activism can be motivated through multiple microlevel action frames (MAFs – or simply, microframes). In this study, we examine an online campaign against the supermarket chain Carrefour in Brazil and develop a typology of microframes emerged during episode activism. We leverage Twitter data to illustrate distinction between cause-oriented (centered on animal rights issues) brand-oriented MAFs (emphasizing disappointment Carrefour) their influence emergence other microframes. Our findings reveal complex interplay cause support (cause-oriented MAF) perceptions brand transgression (brand-oriented galvanize collective action. theorize roles distinct spurring sustaining consumers’ mobilization. Practical recommendations for managers are discussed.