Investigating Consumers’ Boycott Behavior in the Context of Israeli-Palestinian Conflict: Social Media, Consumer Animosity and Perceived Efficacy Perspectives

This study aims to reveal the effects of consumer animosity, perceived effectiveness, and social media on consumers' boycott intention. In addition, the study aims to investigate the mediating role of social media in the relationship between consumer animosity and boycott intention and the relationship between perceived efficacy and boycott intention. The study also analyzes whether there are significant differences in the boycott intentions of consumers in seven different regions of Turkey. A total of 749 consumer data from an equal number of consumers in seven different regions of Turkey were analyzed using structural equation modeling and ANOVA tests. The findings of the study show that consumer animosity, perceived efficacy, and social media have a positive effect on consumers' boycott intentions. While the mediating role of social media in the relationship between perceived effectiveness and boycott intentions was observed, the mediating role of social media in the relationship between consumer animosity and boycott intentions was not detected. It also revealed that there is a significant difference between regions in consumers' boycott intentions. The study differs from other studies in that it both investigates the mediating roles of social media variables and analyzes regional differences in the analysis of boycott intentions.