Collective Memory and Digital Cancellation: The Duality of Corporate Vulnerability in Brand Reputation

Digital cancellation has emerged as a central phenomenon in contemporary consumer culture, amplifying consumers' power to shape the collective memory surrounding brands. This study aims to investigate how digital cancellation influences the construction and longevity of brand reputation, exploring how it acts as a public surveillance mechanism reinforcing an implicit "social contract" of ethics and authenticity. Drawing on qualitative analysis from interviews with consumers and focus groups with experts, this research reveals that collective memory, perpetuated by social media, builds a lasting symbolic legacy that shapes public perception and conditions long-term brand identity. Additionally, the concept of dual corporate vulnerability is introduced, highlighting how digital cancellation represents not only a risk of rejection but also an opportunity to strengthen empathy and emotional connection with the audience, provided the brand responds genuinely and committedly. By articulating these findings, this study contributes to the Culture and Consumption literature, addressing the reconfiguration of authenticity and reputation building in the context of ethical consumption. Our findings suggest that brands must adopt a continuous stance of responsibility and transparency, aligning with the emerging cultural and ethical expectations of consumers.