The Evolution and Power of Online Consumer Activism: Illustrating the Hybrid Dynamics of “Consumer Video Activism” in China through Two Case Studies

Short videos and short-video-based social media (SVB) platforms have provided Chinese consumers with a new way to protest against businesses. However, they received scant attention from scholars. This study aims fill this gap in two ways. Firstly, it will contextualize phenomenon within the literature on consumer activism, foregrounding three key phases evolution of online activism China. Secondly, analyze case studies provide vivid picture video (CVA), disentangling its hybrid dynamics complex interaction between consumers, businesses, We-media, mainstream public.