Self-Concept Maintenance Strategies in Consumers’ Online Response to a Boycott

This study investigates self-concept maintenance strategies in consumers’ social media reactions to the boycott of an international retail brand. A content analysis of consumers’ public posts (N = 81) on the brand’s official Facebook page indicates the use of defensiveness, self-affirming reflections, and positivity embracement as self-concept maintenance strategies.


Olivia Stacie-Ann Bravo (2019) ,"Self-Concept Maintenance Strategies in Consumers’ Online Response to a Boycott", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 467-468.


Olivia Stacie-Ann Bravo, Florida State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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