Genuine Or Performative? When Activism By Advantaged-Group Members Backfires
Influencers from advantaged groups (e.g. men, white people) may utilize social-media to support social causes of disadvantaged groups. While such support is usually admirable, sometimes it elicits negative emotions and harms the influencer’s reputation. We find that advantaged group members’ support backfires when it seems performative rather than authentic.
Citation:
Edith Shalev and Sarit Moldovan (2021) ,"Genuine Or Performative? When Activism By Advantaged-Group Members Backfires", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 905-905.
Authors
Edith Shalev, The Open University of Israel
Sarit Moldovan, The Open University of Israel
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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