The brand activism path: Mapping the activism intensity and consumer responses

• Message frequency and tone of voice are central to brand activism. • The Brand Activism Path shows how brands build and communicate authentic activism over time on social media. • Audience responses are shaped by perceived inauthenticity, ideological misalignment, and brand over-politicization. • The Activism Intensity-Response Matrix maps activism across two dimensions: activism intensity and consumer response. Effectively communicating authentic brand activism and garnering consumer support remains ongoing challenges for brands. This study examines how they can develop and communicate authentic brand activism on social media, and how consumers respond to such communication over time. Using a Computational Grounded Theory (CGT) approach, we analyzed 489 activist posts and 17,634 user comments on Instagram from a reputable activist brand. Findings reveal the Brand Activism Path (BAP), driven by “activism intensity”, which is expressed through messaging frequency and tone of voice. The results also show that adverse reactions stem from ideological misalignment and perceived brand over-politicization, highlighting that backlash extends beyond perceptions of inauthenticity. Finally, we propose the Activism Intensity-Response Matrix (AIRM) , which categorizes distinct forms of brand activism based on the intensity of activism and consumer responses. These insights can guide managers in developing effective activist communication and sustaining audience support, while outlining empirically testable pathways grounded in the research propositions.