2019
DOI: 10.1177/2056305119883427
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Are You Connected Through Consumption? The Role of Hashtags in Political Consumption

Abstract: The debate surrounding protesting National Football League (NFL) games began with player Colin Kaepernick’s decision not to stand for the national anthem in response to increased police violence toward people of color in the United States. Public use of social media has cast players’ behavior of kneeling or sitting during the anthem into an international spotlight and led to individuals’ participation in political consumerism, including boycotting the NFL. The goal of this research is to examine the role of a … Show more

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Cited by 16 publications
(7 citation statements)
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“…Declaring a boycott seemed however more like a signifier of disapproval of the company's political statements-regardless of whether boycotting takes place or not, the statement itself functions as a signal of disappointment. According to Johnson et al (2019), using boycott-related hashtags in social media may also help connect with like-minded consumers, which show how declarations of boycott serve multiple purposes.…”
Section: Discussionmentioning
confidence: 99%
See 2 more Smart Citations
“…Declaring a boycott seemed however more like a signifier of disapproval of the company's political statements-regardless of whether boycotting takes place or not, the statement itself functions as a signal of disappointment. According to Johnson et al (2019), using boycott-related hashtags in social media may also help connect with like-minded consumers, which show how declarations of boycott serve multiple purposes.…”
Section: Discussionmentioning
confidence: 99%
“…Such activity could be considered one form of meta-level participation in the formation of the public discourse (Pies et al , 2014). On the other hand, consumers also use the brand publics to spread their political ideologies outside their usual networks and discussion arenas (Arvidsson and Caliandro, 2016; Johnson et al , 2019).…”
Section: Discussionmentioning
confidence: 99%
See 1 more Smart Citation
“…This result corresponds with the meaning of hashtag movement. Since hashtags make it easy both to share one’s own story and to find similar stories of others, it may link one’s personal experience with social movements (Dejmanee et al, 2020; Dobrin, 2020; Johnson et al, 2019). Also, the embedded texts contained words with contrasting meanings in the context of #ShoutYourAbortion movement, and hashtag hijacking (Ahmed, 2018; Kosenko et al, 2019) was supposed to occur at least partially.…”
Section: Discussionmentioning
confidence: 99%
“…Although the FMCG market includes product categories of low involvement, the corresponding brands have a variety of signifiers in the consumer mind, such as brands that appeal to consumer affective experiences, or brands that work as social symbols, or also brands with an utilitarian appeal. It is expected that different brands will induce different dynamics within the community and influence consumers in different ways (Johnson et al 2019).…”
Section: Introductionmentioning
confidence: 99%