2022/06/30 by Miguel, Alexandra, Miranda, Sandra
#active citizenship #brand activism #cyberactivism #social networks
paper · doi:10.34629/cpublica.327
Despite the relevance and timeliness of brand activism, few theoretical studies have examined the origins of this concept and, more importantly, the role that social media has played in its proliferation and encouragement. This systematic literature review, based on the most prominent articles published in the field, investigates and discusses the role of technological advances—particularly the widespread adoption of social media—in the global proliferation of brand activism. Likewise, the concept of brand activism is addressed as a new trend in strategic communication between brands and stakeholders, drawing on real examples of brand activism campaigns to present an up-to-date overview of the application of this concept, both online and offline.