Akademik Veri Yönetim Sistemi
TURKIYE ILETISIM ARASTIRMALARI DERGISI-TURKISH REVIEW OF COMMUNICATION STUDIES, cilt.0, sa.39, ss.73-103, 2022 (ESCI)
Consumers' expectation of brands to be sensitive to social problems and their solutions has led some brands to take part in activist movements in line with their corporate culture, field of activity and management approach. This activist strategy, which is described as brand activism, while is at the point of voicing and solving social issues; intersecting with sustainability, it has turned into one of the new fields of activity of the discipline of public relations. In this context, the main purpose of the study is to analyze the activist posts of Ben&Jerry's and Patagonia brands on social media in the United States, where brand activism activities are intense; determine the strategies and types of brand activism they implement. In this regard, the substance of activist content in the Twitter accounts of the relevant brands between 01 January 2021 and 31 October 2021 was analyzed by qualitative and quantitative content analysis method in the context of the quality of their messages, message approach, source, interaction level, mobilization and public strategies used. As a result of the research, both brands exhibited a progressive attitude; It has been determined that they engaged in brand activism activities on Twitter; Ben&Jerry's social activism on different issues; It has been also determined that Patagonia carries out environmental activism activities. In addition, in line with activist values and strategies; It has been determined that both brands carry out different digital activism activities on Twitter such as an online signature campaign and a call to action, they create links to their own pages and the pages of various social movement organizations in order to create interaction, and they effectively use traditional public relations strategies such as public disclosure.