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How Social Media Power Modern
BoycottsW. Timothy Coombs
University of Central Florida/Tallinn University
Traditional
Message lost ordistorted
Modern
Activists
News Media
Targets
X
What they share
Reputational Threats
Focus on message
Benefits • Establish legitimacy• Demonstrate commitment
Increased threat• Vulnerability of reputations• Leverage from social media• Visibility• Connectivity
Sophisticated communication
Web Site
YouTube
In-store
Detox Case• Objective: end use of specific toxic chemical in textile industry• Focus: pressure brands
Detox process
Customers
BrandsSuppliers
Campaign• July 2011• Initial request sent and responses posted• Coordinated pressure• Victories: Puma, Nike, Adidas , H&M, C&A, Mango, Zara, Li-Ning,
Levi’s, Esprit, Victoria’s Secrets, G-Star, Raw, Valentino, and Benetton
How Social Media Powers Boycotts• Focus on message• Win support• Mobilize
• Increase salience• Establish legitimacy• Demonstrate willingness
• Threaten reputation