How a Brand's Social Activism Impacts Consumers' Brand Evaluations: The Role of Brand Relationship Norms

Brands are facing heightened pressure from consumers to address social justice issues via social media channels. However, little guidance has been provided about whether and how a brand should engage in such conversations online. We use a multi-discipline, multi-data, and multi-method approach to clarify the conditions under which social justice activism impacts consumers' brand evaluations, as well as the effective social media response strategies that brands can use. Through secondary data analysis on Twitter and two randomized experiments, we find that social justice activism and brand type (low communal, high communal) interact to affect consumers' brand evaluations. In online contexts that feature social justice activism, consumers evaluate high (vs. low) communal brands less favorably. Yet, in online contexts devoid of social justice activism, these evaluation differences are attenuated. We attribute these findings to differences in the extent to which high versus low communal brands are perceived to comply with relationship norms in a social justice activism context. We show that such differences can be attenuated when brands utilize a high empathy response on social media to engage in social justice conversations. Our findings contribute to the literature on social justice and IS, brand relationships, and crisis communication.