Cancel Culture: Unveiling the Dark Side of Social Media for Brands – A Systematic Literature Review

Abstract : The phenomenon and terminology of cancel culture are proliferating with the increasing use of social media in Indonesia. Through these platforms, the cancel culture movement is widespread and poses a significant threat to brands and products. However, research related to cancel culture in marketing is still limited. This research aims to describe the cancel culture phenomenon in marketing through a systematic literature review of 53 articles published from 2014 to 2024, with sources from ABDC and Scopus-indexed journals (Q1-Q4). The research identified relevant themes, methodologies, theories, variables, antecedents, consequences, and existing research gaps through this analysis. Based on these findings, the research proposes an integrative framework that describes the influence of cancel culture on brands, particularly the role of social media. The results also identify future research directions, including knowledge gaps in theory, methodology, and research context. The implications of this research are expected to contribute to developing marketing theory and practice related to cancel culture.