Spurring and sustaining online consumer activism: the role of cause support and brand relationship in microlevel action frames

Research suggests that social media consumer activism can be motivated through multiple microlevel action frames (MAFs – or simply, microframes). In this study, we examine an online consumer activism campaign against the supermarket chain Carrefour in Brazil and develop a typology of microframes that emerged during this episode of consumer activism. We leverage Twitter data to illustrate the distinction between cause-oriented (centered on animal rights issues) and brand-oriented MAFs (emphasizing consumer disappointment in Carrefour) and examine their influence on the emergence of other online consumer activism microframes. Our findings reveal the complex interplay between cause support (cause-oriented MAF) and perceptions of a brand transgression (brand-oriented MAF) to galvanize collective action. We theorize the roles of distinct MAFs in spurring and sustaining consumers’ online mobilization. Practical recommendations for brand managers are discussed.