Online consumer activism: Challenging companies with Change.org
Online consumer activism: Challenging companies with Change.org
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在线消费者行动主义：利用 Change.org 挑战公司
作者：
Xerxes Minocher
在本文中，我探讨了消费者维权人士如何利用请愿网站 Change.org 成功抵制和挑战企业的商业行为。我汇集了传播学、政治学和消费者行为方面的文献，并利用两次成功活动的案例研究，追踪了在线消费者行动主义的过程，其中追求个人宣传的个人的评论聚集在一起，吸引媒体对品牌的负面关注，导致随后的企业行为改变。在线消费者行动主义的这一过程说明了在线参与空间、个人宣传以及消费者和公司身份形成之间的动态相互作用，进一步加深了我们对在线空间如何被用于数字反企业行动主义的理解。
Within this article, I explore how consumer activists use the petition site Change.org to successfully resist and challenge corporate business practices. Bringing together literature from communication, political science and consumer behaviour, and using case studies of two successful campaigns, I trace a process of online consumer activism where the comments of individuals pursuing personal publicity aggregate to attract negative media attention to a brand, leading to subsequent corporate behaviour change. This process of online consumer activism illustrates a dynamic interplay between online spaces of participation, personal publicizations and the formation of identities for both consumers and companies, furthering our understanding of how online spaces are being used for digital anti-corporate activism.