The The Effect Of Political Consumerism, Moral Intensity News Framing, And Peer Pressure On Boycott Intention
DOI:
https://doi.org/10.33062/mjb.v9i02.73Keywords:
Boycott Intention, Moral Intensity News Framing, Peer Pressure, Political Consumerism, Social Media ResponseAbstract
. Consumer boycott is an act of collective protest that is increasingly important in the era of globalization and technological advancement. In Indonesia, the Palestine-Israel conflict has become a significant emotional trigger, prompting boycotts of brands such as KFC Indonesia. This study aims to analyze the effect of political consumerism, moral intensity news framings, and peer pressure on consumer boycott intentions towards KFC, with social media response as a mediating variable. Then, the research methodology uses a quantitative approach, and data were collected from 415 active KFC respondents, and the analysis used the SMART-PLS application. The results of the study indicate that moral intensity news framing and peer pressure significantly influence boycott intentions, while political consumerism has a positive effect on social media response. Social media response is proven to be a mediator that strengthens the relationship between political consumerism and boycott intentions. These findings indicate the need for companies, including KFC, to integrate elements of political consumerism into their marketing strategies and strengthen communication with consumers through social media.
References
Bagozzi, R. P. (2022). Structural equation models in consumer research: Exploring intuitions and deeper meanings of SEMs. In APA handbook of consumer psychology. (pp. 103–141). American Psychological Association. https://doi.org/10.1037/0000262-004
Becker, J.-M., Cheah, J.-H., Gholamzade, R., Ringle, C. M., & Sarstedt, M. (2023). PLS-SEM’s most wanted guidance. International Journal of Contemporary Hospitality Management, 35(1), 321–346. https://doi.org/10.1108/IJCHM-04-2022-0474
Boukes, M. (2022). Episodic and Thematic Framing Effects on the Attribution of Responsibility: The Effects of Personalized and Contextualized News on Perceptions of Individual and Political Responsibility for Causing the Economic Crisis. The International Journal of Press/Politics, 27(2), 374–395. https://doi.org/10.1177/1940161220985241
Boulianne, S., & Theocharis, Y. (2020). Young People, Digital Media, and Engagement: A Meta-Analysis of Research. Social Science Computer Review, 38(2), 111–127. https://doi.org/10.1177/0894439318814190
Bravo, O. S. A. C., & Chapa, S. (2024). Testing the effects of moral intensity news frames on consumer boycott intention. Journal of Consumer Marketing, 41(2), 226–238. https://doi.org/10.1108/JCM-06-2022-5413
Chon, M.-G., & Park, H. (2020). Social Media Activism in the Digital Age: Testing an Integrative Model of Activism on Contentious Issues. Journalism & Mass Communication Quarterly, 97(1), 72–97. https://doi.org/10.1177/1077699019835896
Chung, A., & Lee, K. B. (2022). Corporate Apology After Bad Publicity: A Dual-Process Model of CSR Fit and CSR History on Purchase Intention and Negative Word of Mouth. International Journal of Business Communication, 59(3), 406–426. https://doi.org/10.1177/2329488418819133
Copeland, L., & Boulianne, S. (2022). Political consumerism: A meta-analysis. International Political Science Review, 43(1), 3–18. https://doi.org/10.1177/0192512120905048
Dalakas, V., Melancon, J. P., & Szczytynski, I. (2023). Brands in the eye of the storm: navigating political consumerism and boycott calls on social media. Qualitative Market Research, 26(1), 1–18. https://doi.org/10.1108/QMR-07-2021-0089
Delgado-Ballester, E., López-López, I., & Bernal, A. (2023). Online firestorms: an act of civic engagement or a narcissistic boost? The role of brand misconduct appraisals. Journal of Product and Brand Management, 32(2), 257–272. https://doi.org/10.1108/JPBM-08-2021-3627
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Evaluation of Formative Measurement Models. https://doi.org/10.1007/978-3-030-80519-7_5
Higuchi, A., & Maehara, R. (2021). A factor-cluster analysis profile of consumers. Journal of Business Research, 123, 70–78. https://doi.org/10.1016/j.jbusres.2020.09.030
Hockey, J. A. (2024). When private meets public: young people and political consumerism in the name of environmental activism. Journal of Youth Studies, 1–18. https://doi.org/10.1080/13676261.2024.2370275
Huang, J., Yang, J. Z., & Chu, H. (2022). Framing Climate Change Impacts as Moral Violations: The Pathway of Perceived Message Credibility. International Journal of Environmental Research and Public Health, 19(9), 5210. https://doi.org/10.3390/ijerph19095210
Jacobsen, L. F., Stancu, V., Wang, Q. J., Aschemann-Witzel, J., & Lähteenmäki, L. (2021). Connecting food consumers to organisations, peers, and technical devices: The potential of interactive communication technology to support consumers’ value creation. Trends in Food Science and Technology, 109(January), 622–631. https://doi.org/10.1016/j.tifs.2021.01.063
Jusuf, D. I. (2023). Digital Technology and Changes in Consumer Behavior: Case Study of the Millennial Generation. Jurnal Ekonomi, 12(04), 1338–1343. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/3162%0Ahttps://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/download/3162/2504
Lim, I.-J., Shim, M., Lee, C.-J., Jeong, S.-H., & Lee, H. (2024). The Effects of Responsibility Frames and Stigmatizing Headlines in News on Support for COVID-19 Policies in Korea. Mass Communication and Society, 27(4), 710–738. https://doi.org/10.1080/15205436.2023.2202657
Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217–232. https://doi.org/10.1002/cb.2118
Melancon, J. P., & Dalakas, V. (2018). Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies. Business Horizons, 61(1), 157–167. https://doi.org/10.1016/j.bushor.2017.09.015
Melnyk, V., Carrillat, F. A., & Melnyk, V. (2022). The Influence of Social Norms on Consumer Behavior: A Meta-Analysis. Journal of Marketing, 86(3), 98–120. https://doi.org/10.1177/00222429211029199
Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). Pls-Sem Statistical Programs: a Review. Journal of Applied Structural Equation Modeling, 5(1), i–xiv. https://doi.org/10.47263/JASEM.5(1)06
Obadă, D. R., & Dabija, D. C. (2022). The Mediation Effects of Social Media Usage and Sharing Fake News about Companies. Behavioral Sciences, 12(10). https://doi.org/10.3390/bs12100372
Podsakoff, P. M., Podsakoff, N. P., Williams, L. J., Huang, C., & Yang, J. (2024). Common Method Bias: It’s Bad, It’s Complex, It’s Widespread, and It’s Not Easy to Fix. Annual Review of Organizational Psychology and Organizational Behavior, 11(1), 17–61. https://doi.org/10.1146/annurev-orgpsych-110721-040030
Pratama, E., Heriyadi, B. B. P., Rustam, M., & lrfani Hendri, M. (2023). Social Media Marketing on Purchase Decision: Intervening Effects of Brand Awareness in Hush Puppies Indonesia. Academia.Edu, 37–46. https://www.academia.edu/download/97509309/37_46.pdf
Priyanto, A., & Heriyadi. (2023). Pengaruh Citra Merek, Harga, Suasana Toko dan Word of Mouth terhadap Minat Beli Ulang KFC di Ayani Mega Mall Pontianak. Journal Management Business Innovation Conference, 1(1), 41–57.
Robert F. DeVellis. (2019). Frank D. Brown Hall Room 3208. To Achieve Excellence by Guiding Individuals as They Become Professionals”, 1–7.
Rughoobur-Seetah, S., Nunkoo, R., & Teeroovengadum, V. (2021). Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing research. In Handbook of Research Methods for Marketing Management. Edward Elgar Publishing. https://doi.org/10.4337/9781788976954.00013
S.A., A., & M.M., A. (2023). Peer and Parent Influence on Consumer Behavior Buying Decision Making: An Empirical Study among Saudi Female Consumers. British Journal of Management and Marketing Studies, 6(1), 1–16. https://doi.org/10.52589/bjmms-nlcb55eq
Sari, D. K., & Games, D. (2024). Investigating young consumer’s boycott behavior in an emerging market. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2362444
Sarstedt, M., Hair, J. F., Nitzl, C., Ringle, C. M., & Howard, M. C. (2020). Beyond a tandem analysis of SEM and PROCESS: Use of PLS-SEM for mediation analyses! International Journal of Market Research, 62(3), 288–299. https://doi.org/10.1177/1470785320915686
Sen, S. (2024). Power to the People: A Systematic Review for Understanding the Motivations Behind Consumer Boycotts. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4813848
Shah, S. S., & Asghar, Z. (2023). Dynamics of social influence on consumption choices: A social network representation. Heliyon, 9(6), e17146. https://doi.org/10.1016/j.heliyon.2023.e17146
Shiferaw Jada, K., & Berg, M. van den. (2022). Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia. Appetite, 178, 106263. https://doi.org/10.1016/j.appet.2022.106263
Suraji, R., Haque, M., & Yasir, M. (2023). Dynamics of Consumer Boycotts: Exploring the Interplay of Expressive and Instrumental Factors. Dinasti Information and Technology, 1(2), 50–58. https://creativecommons.org/licenses/by/4.0/
Trepte, S., & Loy, L. S. (2017). Social Identity Theory and Self‐Categorization Theory. The International Encyclopedia of Media Effects, November, 1–13. https://doi.org/10.1002/9781118783764.wbieme0088
Wright, D. B. (2023). Methodological considerations and assumptions in social science survey research. Journal of the British Academy, 11(December), 35–58. https://doi.org/10.5871/jba/011s5.035
Zhai, X., & Luo, Q. (2023). Rational or emotional? A study on Chinese tourism boycotts on social media during international crisis situations. Tourism Management Perspectives, 45, 101069. https://doi.org/10.1016/j.tmp.2022.101069
Zhou, W., Hyman, M. R., Liu, R., & Wang, D. (2024). E-guanxi: Theoretical underpinnings and scale development. International Journal of Market Research. https://doi.org/10.1177/14707853241284764
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Herman Gala, Nur Afifah, Heriyadi, Ramadhania, Wenny Pebrianti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
