The Influence of Social Media on Organizations: How brands are impacted when associated with cancel culture on the internet

Resumen

The abrupt advancement of technologies will allow users to be closer to the brands they consume, making them feel free to boycott, through the culture of cancellation, any one that goes against the majority's thoughts. Therefore, this work aimed to analyze the cancellation culture, in order to understand how it affects companies in their performance. Therefore, it was necessary to understand the impacts caused by social media, on companies, and consumer behavior, so that, finally, it can understand how brands are affected by virtual cancellation. A qualitative research was then carried out, and through the content raised in the theoretical framework, it was possible to guide the case study of the companies WePink, Natura and Flow Podcast. Given this, it appears that every company is subject to the culture of cancellation, however, the greatest damage is caused to brand reputations, for the most part, the boycott has the opposite effect than expected. In any case, this culture is harmful in all its aspects, and brands need to be aware of their positions and crisis management for any setback.

DOI:https://doi.org/10.56238/alookdevelopv1-172