Abstract
Whether boycotts are seen as a powerful win for activists, few boycotts have been considered successful in modern corporate history. As social media and 24/7 news cycle offer a broad and swift platforms for activists to call for a boycott on corporate misconduct, there has been little discussion on the final boycott results from a legal and communication perspective. To fill this gap, this study examines a boycott against corporate sponsors for the National Rifle Association (NRA) from the 2018 Florida shooting in the United States by focusing on damage and message control strategies.
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KEYWORDS
NRA, Boycott, Twitter, Opinion leader, Visualization
Digital Media
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