Consumers Perspective on Brand Activism and the Impact of Social Media on Mental Health

Abstract

Brand activism is one approach that marketeers can take into consideration, that will help in maintaining or improving the brand image and reputation when promoting the brand using the social media platforms. Brand activism is a double-sided sword that can either benefit or harm the brand image. In the modern world, the use of social media apps like Facebook, Instagram, LinkedIn, TikTok, or YouTube have become one of the daily norms between all age groups, as it is associated with group identity. As the increased use of social media is leading to mental issues like anxiety and depression. As social media platforms evolve, the more difficult it is to control the spread of content through the platforms which increase the potential risk of social media on mental health. This evolution should be a concern for marketeers as they should be more aware of what content is being advertised, taking into consideration the potential risk or opportunities that the advertising may entail. As they ensure that the brand won’t be associated with or contribute to increase the negative impact of social media. This thesis aims to have a study the consumers perspective on brands participating in social and political issues when promoting the brand and its effect on the purchase intention and mental health. Primary data is collected through online questionnaire from 108 participants, concluding that brands that adopt social issues do have an influence on their customers’ purchase intention mediated by engagement on social platforms (SPs).