Nowadays, a single click can have massive consequences. One outraged consumer posts online, others share it, hashtags spread—and in no time, a global company begins to feel the weight of a boycott.
But do boycotts actually work? And what impact do they have on companies in the short and long term?
A recent study published in the Multidisciplinary Reviews Journal, conducted by researchers from Indonesia Herry Mulyono and Benediktus Rolando, investigates the impact of consumer boycott movements on brand reputation and business performance, especially in the era of social media.
Boycotts are more frequent (and powerful) than you think
According to data analyzed in the study, up to 42% of multinational corporations and 54% of top brands have faced boycotts. These movements are often motivated by ethical, political, religious, or environmental concerns—showing that consumption is no longer just an economic decision, but also a moral and political act.
The study highlights five main drivers of consumer boycotts:
🔹 Ethics and corporate social responsibility (CSR)
🔹 Religious or cultural causes
🔹 Moral outrage and emotional response
🔹 Influence of digital communities and influencers
🔹 Social identity and group-based engagement
Real consequences: from sales drops to damaged reputations
The research reveals that boycotts don’t just tarnish a brand’s image—they hit the bottom line too:
- Social media-organized boycotts can cause sales to drop by up to 8%.
- Companies being boycotted experienced an average 2.7% decline in market value shortly after boycott campaigns began.
- Industries with high public visibility (e.g., fashion, food, tourism) often suffer even greater losses.
Perhaps most importantly, the consequences of a boycott often outlast the campaign itself. In some cases, it can take over a year to recover consumer trust—and in others, the damage is permanent.
The Power of Social Media: Virality and Pressure
Social media plays a central role in amplifying boycotts. Hashtags, emotional videos, and influencer endorsements create viral engagement and mobilize online communities.
Platforms like Twitter (X), TikTok and Instagram have become the new battleground between brands and consumers. Algorithms favor emotional, polarizing content—giving boycott campaigns even more reach.
Influencers also matter: when they support a boycott, the chances of the movement gaining momentum increase by up to 35%, according to the study.
How Can Brands Respond?
Ignoring or downplaying a boycott can be disastrous. The study notes that brands taking a defensive stance tend to suffer more damage.
On the other hand, companies that:
✔ Acknowledge their mistakes
✔ Communicate with transparency and sincerity
✔ Make real changes to policies or practices
…can not only reduce reputational damage but even strengthen consumer trust over time.
Why Does This Matter?
The research shows that boycotts are no longer isolated events—they are becoming a legitimate form of consumer activism. In the age of digital transparency, ethics, values, and communication are just as important as price and product.
💬Have you ever stopped buying from a brand because of its values or actions? Do you think boycotts are effective? Share your opinion in the comments!
Read full article on the Multidisciplinary Reviews Journal website.
This research was conducted by:
Herry Mulyono, Universitas Muhammadiyah Prof. Dr. HAMKA, Indonesia
Benediktus Rolando, Universitas Teknologi Yogyakarta, Indonesia
