报告详情
Digital Activism and Cancel Culture: Exploring Brand Loyalty among Indonesian Gen Z Consumers
编号：29
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更新：2025-12-27 13:04:59
浏览：197次
拓展类型2
摘要
The rise of cancel culture has fundamentally altered the relationship between brands and consumers, particularly among Generation Z. In the digitally interconnected landscape of Indonesia, consumers increasingly use social media as a tool for activism, holding brands accountable for perceived social, moral, or political transgressions. This study investigates the direct effects of cancel culture awareness and social media activism on brand loyalty among Indonesian Gen Z consumers. Adopting a quantitative approach, the research utilizes a Structural Equation Modeling-Partial Least Squares (SEM-PLS) framework to analyze data from 67 valid responses collected via online questionnaires. The findings indicate that both cancel culture awareness and social media activism have a significant positive influence on brand loyalty. These results underscore the importance of ethical alignment and active digital engagement in shaping brand loyalty amid the dynamics of cancel culture. The study provides critical insights for brand strategists on how to navigate the complexities of a value-driven consumer market.
关键词
Cancel culture · Brand loyalty · Gen Z · Social media activism · Ethical branding
报告人
Aleffka Muhammad Ar Rafi
Student Telkom University稿件作者
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重要日期
-
会议日期
12月29日
2025
至12月31日
2025
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12月30日 2025
报告提交截止日期
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02月10日 2026
初稿截稿日期
-
02月10日 2026
注册截止日期
主办单位
国际科学联合会
承办单位
扎尔卡大学
联系方式
- Miss AsianComNet
- as******@usssociety.org
历届会议
-
2024年10月24日 泰国 Bangkok
2024亚洲通讯与网络会议
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