JOURNAL ARTICLE

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

  • Published In: Marketing Science (INFORMS), 2023, v. 42, n. 1. P. 28 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Bronnenberg, Bart J.; Dubé, Jean-Pierre 3 of 3

Abstract

The article focuses on a case study examining the impact of social media-driven boycott and buycott campaigns on Goya Foods in 2020, following CEO Robert Unanue's public praise of President Trump. Using detailed consumer shopping data, the study finds that the boycott had minimal effect on Goya's core democratic-leaning Latino consumers, while a counter buycott by supporters temporarily increased sales, particularly among Republican-leaning buyers. The findings suggest that political consumerism's influence on actual sales may be limited and complicated by factors such as brand loyalty, media attention, and celebrity endorsements. The authors emphasize the need for further research to understand the mechanisms behind political consumerism and its varied effects across different contexts.

Additional Information

  • Source:Marketing Science (INFORMS). 2023/01, Vol. 42, Issue 1, p28
  • Document Type:Article
  • Subject Area:Political Science
  • Publication Date:2023
  • ISSN:0732-2399
  • DOI:10.1287/mksc.2022.1426
  • Accession Number:161723257
  • Copyright Statement:Copyright of Marketing Science (INFORMS) is the property of INFORMS: Institute for Operations Research & the Management Sciences and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Looking to go deeper into this topic? Look for more articles on EBSCOhost.