Frontiers: Spilling the Beans on Political Consumerism: Do Social Media Boycotts and Buycotts Translate to Real Sales Impact?

This paper quantifies the consequences of a brand taking a political stance and measures the net effect of boycott/buycott movements on sales.

• 저널Marketing Science · 42(1) · 11–25
• 토픽Media Influence and Politics · Sociology and Political Science
• DOI10.1287/mksc.2022.1386
• 저자Jūra Liaukonytė, Anna Tuchman, Xinrong Zhu