.#isoverparty. The Consequences of Brand Boycotts for Brands in the Social Media Environment After Russia’s Invasion in Ukraine
This study investigated social-media-based anti-brand communication. Guided by consumer boycotts and brand cancellation theory, the author conducted a qualitative study based on content analysis of tweets about 59 international brands that remained in Russia after the invasion in February 2022. The...
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| Format: | Article |
| Language: | English |
| Published: |
University of Warsaw
2023-01-01
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| Series: | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| Subjects: | |
| Online Access: | https://press.wz.uw.edu.pl/jmcbem/vol2023/iss1/2/ |
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