The Effect Of Political Consumerism, Moral Intensity News Framing, And Peer Pressure On Boycott Intention
Year: 2024
Type: article
Study design: Observational Study
Abstract: . 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.
Institution: Tanjungpura University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405894807