Unmasking Consumer Behavior: A Deep Dive into Brand Boycotts in the Social Media Age – Exploring Filipino Demographic Variances, Perceptual Constructs, and Activist Actions

Abstract

The effectiveness of boycotting brands and companies as a means of nonviolent protest has come under increasing examination due to various factors affecting the lives of individuals and organizations involved in such movements. This study aims to learn the various elements of a boycott and assess its effectiveness. The study utilizes descriptive-correlational quantitative research methods to measure consumer’s perceptions of boycotted brands. A random sample of 18–45-year-olds, including both working professionals and students, can capture a wide range of opinions, providing a measurable view of public sentiment and its correlation with boycott practices. The results of this study show that boycotts are an effective way to raise awareness. Although its focus is on social media platforms, which can fundamentally limit the reach and impact of boycott campaigns, research shows that boycott campaigns can still bring forth a call for action to create change. In our society, where social media has a significant influence, especially in the marketing environment, using these platforms for activism can have tangible results. The study acknowledges the limitations of the boycott, particularly its reliance on social media, but emphasizes its potential as a means for dialogue and social change.