Digitalization and Consumer Activism: Underlying Motives and Feelings of Consumers and Implications for Brands

Year 2022, Volume: 15 Issue: 1, 141 - 192, 31.01.2022

Zeynep Özdamar Ertekin , Pınar Özkılıç Dilek

Abstract

This study aims to gain an understanding of the motivations and feelings of consumers when participating in online activism and to examine the effects of digital activism campaigns implemented by brands. The research seeks to answer how consumers are participating in digital activism and their motivations; the feelings of consumers with regards to digital activism and consumer engagement; and how consumers perceive activist movements and practices initiated by brands. Qualitative approach was carried out and 17 semi-structured in-depth interviews were conducted. Projective techniques were used and examples of activist campaigns of brands were shown to the participants. According to the findings, the motivations of the consumers are sense of responsibility and duty they feel towards social problems, the desire to stay up-to-date and entertainment. The feelings associated with digital activism are gratification, fear, feeling of concern, and hope. The findings have further implications and suggestions for brands to have effective activist campaigns such as: paying attention to language barrier when adapting global campaigns; defending the cause they believe in despite pressures; explaining the reasoning when they do not support a social cause, not to be lynched by consumers; and not choosing an entertainment-oriented approach when addressing sensitive issues.

Keywords

Consumer Activism, Brand Activism, Consumer Motivation, Digitalization

Dijitalleşme Ve Tüketici Aktivizmi: Tüketicilerin Motivasyonları Ve Duyguları Ve Markalar İçin Sonuçları

Abstract

Bu çalışma, tüketicilerin çevrimiçi aktivizme katılma motivasyonları ve duyguları hakkında içgörü elde etmeyi ve markalar tarafından uygulanan dijital aktivizm kampanyalarının tüketiciler üzerindeki etkilerini incelemeyi amaçlamaktadır. Araştırma, tüketicilerin dijital aktivizme nasıl katıldıklarını, aktivist eylemlere katılma motivasyonlarını ve duygularını, markaların başlattığı aktivist hareketleri ve uygulamaları nasıl algıladıklarını yanıtlamayı hedefler. Tüketicilerin duygu ve motivasyonlarını daha iyi anlamak için nitel araştırma yöntemi uygulanmış ve 17 yarı yapılandırılmış derinlemesine mülakat yapılmıştır. Görüşmeler sırasında projektif teknikler kullanılmış ve katılımcılara, markaların aktivist kampanya örnekleri gösterilmiştir. Araştırma sonuçlarına göre, tüketicilerin dijital aktivizme katılma motivasyonları, sosyal sorunlara karşı hissettikleri sorumluluk ve görev bilinci, güncel kalma arzusu ve eğlence kategorileri altında gruplanır. Dijital aktivizme katılırken tüketicilerin hissettikleri duygular, tatmin, korku, endişe ve umuttur. Araştırma ayrıca, tüketicilerin aktivist kampanyaları başarılı bulması için markaların dikkat etmesi gereken kriterler konusunda ışık tutar. Global kampanyaları farklı ülkelerde uyarlarken markaların dil engeline dikkat etmesi gerekir. Markaların siyasi ve toplumsal baskılardan arınarak bir konuyu desteklemesi tüketiciler tarafından daha samimi ve inandırıcı bulunmaktadır. Markanın toplumda değer gören bir konu hakkında sessiz kalması durumunda tüketiciler tarafından linç edilmemesi için o konuya neden destek vermediğini tüketiciye açıklaması gerekmektedir. Toplumsal veya hassas sorunlar kampanya konusu olacaksa, eğlence odaklı bir yaklaşım tercih edilmemelidir.

Keywords

Tüketici Aktivizmi, Marka Aktivizmi, Tüketici Motivasyonu, Dijitalleşme

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