Cancel Culture's Torrent: The Challenges Faced by Celebrity and Brand

In the digital era, cancel culture has become a potent social force, influencing brands and celebrities. With the increasing prevalence of social media platforms accelerating its spread, this research aims to unearth the drivers and consequences of cancel culture for both brands and celebrities, employing case studies of IVE and L'Oral, it utilizes the power within relationships theory, and Heuristic typology in congruence theory to do the research. Findings reveal that cultural missteps or value breaches, like IVE's cultural misrepresentation and L'Oral's controversial dismissal, trigger cancellations. Consumers' power perception and value congruence shape responses. Brands and celebrities can rebound through transparency and value realignment. The study concludes that while cancel culture poses risks, entities can safeguard themselves by embracing accountability and diversity. Moreover, understanding the generative reasons behind cancel culture is crucial in an age where public opinion wields significant influence, and it offers a strategic compass for brands/celebrities and a foundation for future research on this complex cultural phenomenon.