Consumer boycott movements: Impact on brand reputation and business performance in the digital age

Consumer boycotts have emerged as a significant force in modern markets, with research indicating that up to 42% of multinational corporations and 54% of prominent brands currently face such actions. The growing prevalence of consumer activism represents a fundamental shift in consumer-corporate relationships, where ethical considerations increasingly drive purchasing decisions. Despite extensive research on boycott outcomes, significant gaps exist in understanding the longitudinal effects of boycotts across diverse cultural contexts and the specific mechanisms through which social media amplifies these movements.This study addresses these gaps by examining: (1) the psychological and sociocultural factors driving consumer participation in boycotts; (2) the impact of corporate responses on brand reputation and financial performance; and (3) the role of social media in facilitating consumer activism. Following PRISMA guidelines, we systematically reviewed articles from the Scopus database published between 2019-2024, initially identifying 8,958 documents which were screened down to 45 final articles based on specific inclusion and exclusion criteria. The methodology combines quantitative bibliometric analysis using VOSviewer software and qualitative synthesis. Our findings reveal that consumer boycotts significantly impact both immediate sales and long-term brand reputation, particularly when boycotts are perceived as credible and widely supported. The research demonstrates that boycott participation is driven by complex motivational factors including ethnocentrism, religious beliefs, and social identity, which vary significantly across demographic and cultural contexts. Companies that fail to address consumer concerns face substantial financial losses, while those engaging in proactive corporate social responsibility can mitigate negative impacts. This research contributes a comprehensive framework for understanding consumer boycotts and their strategic implications, highlighting the necessity for businesses to integrate ethical considerations and align communications with consumer values. It extends existing literature by identifying the need for longitudinal and cross-cultural studies to better understand consumer activism in today's conscientious marketplace.