The rise of digital activism in postmodern marketing concept: A review on brand activism

In today's world in which many social, economic, environmental and political problems are experienced, the postmodern consumer's demands and expectations from the brands strengthened by neoliberal policies are changing. The new generation consumer who is participative, libertarian and socially responsible expects brands to express their views and sides on controversial social issues, to take an activist stance and accordingly to contribute to the solutions of the social problems. Therefore, brands have started to use brand activism, which is a new approach to marketing communication, to be able to meet the changing consumer needs and to increase their brand value. The importance of brand activism is increasing day by day in this period when postmodern consumers forming their identity through the symbolic values of brands prefer the brands that add meaning to their lives. Brands that exhibit their activist stance mostly through social networks also enable the spread of digital activism. In this study, perceptions and attitudes of generation Z in Turkey towards brand activism are discovered and its effects on consumer-based brand equity dimensions are examined through brand activism campaign of the brand Dechatlon Türkiye. In this context, it has been examined how the acceptance and rejection of the activist stance of brands by Generation Z affect consumer-based brand equity dimensions. In this quantitative study, data is collected through a survey completed by 402 participants. The results have shown that generation Z in Turkey has positive attitudes towards brand activism. Furthermore, it is found that the activist stance taken by Dechatlon Türkiye to support LGBTI+ individuals, which causes controversies, is supported by generation Z. Also, it has been found that the acceptance of the activist stance of brands by the generation Z strengthens the consumer-based brand equity dimensions (brand awareness, brand associations, perceived value, brand loyalty). However, the rejection of the activist stance of brands does not strengthen the consumer-based brand equity dimensions.