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Across much of the developed and developing world the last few years have been marked by protest against institutions and corporations. Much has been said about the significance of these protests, indeed books broadly supportive of anti‐corporate protest compete for ratings against management gurus in the best selling business book charts. In this paper we explore how the technology of marketing is implicated within the organisation and representation of anti‐corporate protests. We argue that the cynical and unreflexive manner in which cultural critics engage with marketing, and their attempts to distance marketing from activities that they privilege, may have consequences for the anti‐corporate movement. This paper concludes with a sense of pessimism about the current tactics employed by anti‐corporate protestors but hope in the potentiality of marketing to develop a sense of individual responsibility.

The purpose of this paper is to seek to enhance the understanding of non-profit marketing and consumer identities by exploring volunteering as a form of symbolic consumption. Specifically, it seeks to examine how young people – both volunteers and non-volunteers – understand and relate to volunteer stereotypes, and how they manage stigma in negotiating their social identities in relation to volunteering.

Grounded in consumer culture theory, the study uses mixed qualitative methods, incorporating focus groups, paired and individual interviews and a projective drawing task.

Five volunteering-related stereotypes were identified: the older charity shop worker, the sweet singleton, the environmental protestor, the ordinary volunteer and the non-volunteer. Participants related to positive and negative attributes of these stereotypes in different ways. This led volunteers and non-volunteers to engage in a range of impression management strategies, some of which bolstered their own identities by stigmatising other groups.

The sample was drawn from 39 individuals aged 16-24 years and living in Scotland.

Because stereotypes are acknowledged as a major barrier to volunteering, particularly among young people, a greater understanding of how these stereotypes are understood and negotiated can assist non-profit marketers in recruiting and retaining volunteers.

This paper draws on theories of consumer culture and stigma to explore volunteering as a form of symbolic consumption, examines volunteering stereotypes among both volunteers and non-volunteers and uses multiple qualitative methods to facilitate articulation of young people’s experiences in this area.

This paper aims to discuss the role of social media during the Gezi Park protests (2013) in Turkey in facilitating and promoting the expression of what matters to the protestors in a communicative environment where most traditional media turned away from reporting the events. Furthermore, the role of social media in promoting “interspaces” (Arendt, 1955/1983) and constructing “communicative dwellings” that maintain public conversation of diverse ideas during the Gezi Park events (Arnett et al., 2014, p. 14) is highlighted.

The authors use the framework of communication ethics and conflict offered by Arnett et al. (2014) that highlights the importance of recognizing “the goods that matter to oneself and others” (p. 17) in a conflict situation.

Notwithstanding its potential for misinformation, social media was the only reliable option for Gezi Park protesters. During the Gezi Park protests, social media facilitated the creation of interspaces through which people could make sense of, share, and interactively negotiate meanings about the protests through dialogue. During the Gezi Park protests, social media served both as an alternative source of information and a platform for sharing what people protect and promote that allowed for the construction of multiple narratives of resistance. Social media revealed the many components of the protests collected under the label of Gezi Park. In this historical moment of narrative and virtue contention, it becomes crucial for leaders to sense what matters to oneself and others if conflict is to be constructively engaged, allowing for increased insight and productivity.

Although there are various studies on Gezi Park protests and the use of social media, there is no discussion related to communication ethics. In this paper, the authors used the communication ethics framework offered by Arnett et al. (2014) that underlines the “interplay of ethics and conflict” (p. 2) highlighting ethics as “the good that one seeks to protect and promote” (p. 7) that generate conflict because of “multiplicity of ‘goods’” (Arnett et al., 2009, p. 9) and contrasting ethical positions. Thus, given the multiplicity in terms of what is considered as that which matters, and the contrasting ethical positions that are at odds with each other, conflict and tension can be generated. There are no other studies in the literature that use the abovementioned communication ethics perspective for discussing the Gezi Park protests in Turkey.

Twitter usage during Gezi Park Protests, a significant large-scale connective action, is analyzed to reveal meaningful findings on individual and group tweeting characteristics. Subsequent to the Arab Spring in terms of its timing, the Gezi Park Protests began by the spread of news on construction plans to build a shopping mall at a public park in Taksim Square in Istanbul on May 26, 2013. Though started as a small-scale local protest, it emerged into a series of multi-regional social protests, also known as the Gezi Park demonstrations. The paper aims to discuss these issues.

The authors sought answers to three important research questions: whether Twitter usage is reflective of real life events, what Twitter is actually used for, and is Twitter usage contagious? The authors have collected streamed data from Twitter. As a research methodology, the authors followed social media analytics framework proposed by Fan and Gordon (2014), which included three consecutive processes; capturing, understanding, and presenting. An analysis of 54 million publicly available tweets and 3.5 million foursquare check-ins, which account to randomly selected 1 percent of all tweets and check-ins posted from Istanbul, Turkey between March and September 2013 are presented.

A perceived lack of sufficient media coverage on events taking place on the streets is believed to result in Turkish protestors’ use of Twitter as a medium to share and get information on ongoing and planned demonstrations, to learn the recent news, to participate in the debate, and to create local and global awareness.

Data collection via streamed tweets comes with certain limitations. Twitter restricts data collection on publicly available tweets and only allows randomly selected 1 percent of all tweets posted from a specific region. Therefore, the authors’ data include only tweets of publicly available Twitter profiles. The generalizability of the findings should be regarded with concerning this limitation.

The authors conclude that Twitter was used mainly as a platform to exchange information to organize street demonstrations.

The authors conclude that Twitter usage reflected Street movements on a chronological level. Finally, the authors present that Twitter usage is contagious whereas tweeting is not necessarily.

This paper aims to present changes in customer brand commitment and its components in relation to the cellular and financial markets using three sets of data that were collected before, during and after the social protests of the Summer of 2011 in Israel.

The four data sets for this study were collected from an internet panel and represent the Hebrew-speaking segment of Israel’s population. The current study examines two markets; cellular provider companies and financial service companies. The surveys were carried out at different points in time which extended from April 2011 to March 2012. The first two surveys were carried out in March 2011 and May 2011, before the outbreak of the protests the Summer of 2011. A third survey was conducted in August 2011 during the protest. The last and the fourth survey was conducted in March 2012 after the wave of protests had died down.

The current research shows that as a result of the social protest movement, consumers have changed. They perceive brands as not being as good (perceived performance) as they were before the protest; they are less satisfied with the brands they used previously; and they are less loyal and committed to them.

The findings of this study signify a major change in marketing and in basic aspects of consumer behavior. Brands have become less important than before the protest. Testing two markets, cellular and financial, this research suggests that the social protest movement reduced the attachment of consumers to brands they most often bought.

No study has tested the impact over time of the social protest on several consumer behavior variables, including brand loyalty, brand involvement, satisfaction, consumer perceptions of their brands’ performance and brand commitment.

The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies.

Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square.

This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively.

The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.

In recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on polarizing sociopolitical issues. Recent experimental research suggests that consumers respond to CPA based on its alignment with their own values, and that it typically induces an overall negative response. This study aims to provide additional insights by exploring consumer brand perceptions following CPA.

An event study of 106 CPA events and weekly consumer brand perception data was conducted. A regression model was used to investigate the moderating effects of CPA effort, concurrence and the strength of the online protests evoked by the CPA.

The results show that CPA had a negative effect on consumers’ brand perceptions and that the effect was stronger for customers relative to non-customers. The negative effect was attenuated by CPA concurrence and amplified by effort. Additionally, online protests were driven by the CPA effort and had a strong negative effect on brand perception. Online protests were stronger in the past, and, in turn, the negative effects of CPA on brand perceptions have slightly weakened in recent years.

This study contributes to the existing literature by highlighting the role of online protests following CPA and distinguishing consumer and customer responses. This study also provides converging evidence of the moderating effects of effort and concurrence identified in previous studies.

This study aims to examine the theoretical links among three important variables by empirically testing the cases of two international brands.

By using a comparative case study design, this study conducts a content analysis of a total of 490 Facebook comments regarding online confrontational crises: Dolce & Gabbana’s photo fiasco and Laneige’s discriminative sales incident.

The findings suggest that when evaluating whether or not a company has shouldered responsibility in online confrontational crises, social media users tend to be more influenced by how timely, active and consistent the organization’s reaction is than by the organization’s mere use of concession crisis communication strategies (CCSs). The individual-level perception (perceived degree of organizational crisis responsibility-taking) is a stronger predictor of social media users’ reaction than organization strategies. The earlier that social media user has a perceived improvement in the organization, the more effective is the organization’s strategy to minimize the effects of social media as crisis mobilizer.

This study confirms theories formulated in a Western context with actual cases from Eastern cultures. Theoretically, this study sheds light on the importance of the individual-level perception for effective use of organization strategy in crisis. This study also suggests the relative significance of positive forms of crisis response, concessions CCSs and their relationship with the perceived degree of crisis responsibility-taking.

The purpose of this paper is to propose that the traditional definition of monopoly needs to be extended to accommodate twenty‐first century marketplaces. The concept of superpoly is defined and discussed. Superpoly is a development of the concept of monopoly to accommodate market structures in networked and knowledge‐intensive economies characterised by a high underlying level of consumer choice.

A definition of superpoly is offered and each of the seven market spaces in superpoly are defined and illustrated with reference to Tesco, the UK supermarket chain. A discussion section explores the issues that arise from over‐dominance of one business in each of these spaces in terms of the positives (typically emphasised by the dominant business) and the negatives (typically emphasised by other stakeholders).

In order to achieve a state of superpoly, businesses focus on seven interrelated market spaces, including respectively: commercial space, channel space, consumption space, community space, cultural space, career space, and communication space. These are the seven spaces of superpoly. The proposed concept of superpoly suggests that researchers should take a broader perspective on competition and competitive practices.

The article is the first to propose a development of the concept of monopoly and business dominance for knowledge‐based, consumption focussed and networked societies and economies.

The purpose of this paper is to draw on the philosophy of information, specifically the work of Luciano Floridi, to argue that digital civics must fully comprehend the implications of the digital environment, and consequently an informational ontology, to deliver to students an education that will prepare them for full participation as citizens in the infosphere.

Introducing this philosophy for use in education, the research discusses the ethical implications of ontological change in the digital age; informational organisms and their interconnectivity; and concepts of agency, both organic and artificial in digitally mediated civic interactions and civic education.

With the provision of a structural framework rooted in the philosophy of information, robust mechanisms for civics initiatives can be enacted.

The paper allows policy makers and practitioners to formulate healthy responses to digital age challenges in civics and civics education.