The role of social media in the proliferation and promotion of brand activism

Abstract

Despite the relevance and actuality of brand activism, there are few theoretical investigations about the origins of this concept, and particularly about the role that social networks played in its proliferation and encouragement. This extensive literature review, based on the most prominent articles published in this field of expertise, investigates and discusses the role of technological advances, and particularly the role of the popularization of the use of social networks, in the proliferation of brand activism worldwide. Likewise, the concept of brand activism as a new trend in strategic communication between brands and stakeholders is explored, giving real examples of brand activism campaigns to present a current picture of the application of this concept, both online and offline.