Are Bystanders More Persuasive Than Victims? The Impact of Social Media Backlash Toward Brand Transgressions.
Author:
Teagan Hawes ’26Co-Authors:
Faculty Mentor(s):
Gulay Guzel, MIDEFunding Source:
Royer Undergraduate Research FundAbstract
In the digital age, brands face increasing scrutiny for their perceived transgressions. Influencers and social media commentators play pivotal roles in raising awareness and mobilizing collective action against such brands. Our research question delves into the comparative persuasiveness of bystanders versus victims in social media backlash toward brand transgressions: “Are Bystanders More Persuasive Than Victims? The Impact of Social Media Backlash Toward Brand Transgressions.” We collected data through interviews and archival research to inform a study on consumer perceptions of brands and their marketing materials, particularly focusing on diversity efforts. Our goal is to gain insights into how consumers perceive brand diversity initiatives.
We conducted interviews with a diverse group of participants, varying in age, gender, interests, and knowledge on the subject. Participants were asked a series of questions regarding their perceptions of brand diversity efforts. Additionally, they engaged in a projective exercise where they designed an inclusive advertisement for a fictional brand in a category they felt connected to. These interviews, alongside relevant literature, underwent coding and analysis.
Our findings suggest that social media users are directly affected by potentially unethical marketing practices highlighted by influencers; and they form attitudes towards the social issues based on how relatable they found the influencer. This research holds significance as it could enhance societal understanding of the impact of social media backlash on marketing activities. Furthermore, it aims to ascertain whether the source of the backlash and how it’s communicated further shapes consumer perceptions of brands and their marketing endeavors.