Boycott vs. Buycott: The aftermath of corporate activism
Nooshin Warren |
TEDxUofA
• March 2019
Corporate activism involves firm efforts to demonstrate public support of or opposition to one side of a controversial societal issue. Despite its increasing prevalence, the effects of activism on firm value are unknown. In this talk, Nooshin Warren, Assistant Professor of Marketing from the University of Arizona, explains the effect of activism on firm value. She and her colleagues provide evidence that the large negative effect of activism and boycott by opposing consumers are short-lived while the increase in customer loyalty of the supporting consumers is lasting.