The Impact of Social Media Brand and Consumer Activism: A Study of Peer Influence, Dialogues and Brand Performance in the Sociopolitical Context

PhD Candidate Mithila Guha of the marketing department will be defending her dissertation, “The Impact of Social Media Brand and Consumer Activism: A Study of Peer Influence, Dialogues and Brand Performance in the Sociopolitical Context,” on May 12, 2023.

The time and location of her dissertation defense is 1:30–3 p.m., GHall 408.

Many thanks to Guha’s dissertation committee:

• Committee Co-chair: Daniel Korschun – Associate Professor, Stephen Cozen Research Scholar, Marketing Department Head – Drexel University
• Committee Co-chair: Trina Larsen Andras – Professor, Assistant Dean of DEI and Sustainability – Drexel University
• Committee Member: Michael Howley – Clinical Professor – Drexel University
• Committee Member: William Havlena – Associate Clinical Professor – Drexel University
• Committee Member: Nathan Fong – Associate Professor – Rutgers School of Business – Camden

Abstract:

This dissertation examines brand-consumer interactions on social media in the context of sociopolitical activism. The three essays explore different aspects of this field, such as gaps in existing literature, the determinants of brand activism strategies, and the impact of brand-consumer dialogues on sociopolitical issues. The innovative approach taken involves the use of machine learning and text analysis methods to analyze millions of tweets related to sociopolitical issues on issues such as Black Lives Matter, LGBTQIA rights, COVID-19 policies and 2022 humanitarian crisis in Ukraine. The dissertation provides valuable insights for researchers and practitioners in understanding the importance of brand-consumer sociopolitical dialogues on social media and navigating the complexities of social media activism. Across the three chapters, the dissertation highlights the importance of understanding the complex dynamics of social media activism and the potential for brands to make a positive impact on society while building relationships with their customers.