Halkla İlişkilerde Tüketici Aktivizminin Rolü: Şirketler için Yeni Bir Paradigma

Abstract

Consumer activism refers to consumers collectively acting to create change in companies, and this phenomenon has been further strengthened by the new communication tools and social media brought by the digital age. In the past, companies largely controlled trends and consumer preferences with traditional advertising and marketing strategies. However, consumers’ increasing awareness and organizational skills have changed these power dynamics. Now, consumers can make their voices heard through social media platforms and digital tools and become an effective force for social change. However, consumer activism can also create a potential public relations crisis for companies. The public’s demand for policy and practice changes in an organization can threaten the reputation and financial performance of companies. Therefore, managing consumer activism has become a fundamental element of public relations strategies. Companies should use public relations tools to protect their brand reputation and maintain consumer trust by developing proactive and reactive strategies. While proactive public relations emphasizes brand values and transparency before crises, reactive public relations offers fast and effective responses during crises. Integrating consumer activism into brand strategy can provide significant benefits by aligning a company’s core values with the concerns and expectations of its consumers. Social media is an effective tool for engaging with activist consumers. Using social media platforms, companies can listen to consumer feedback, engage in relevant online conversations, and address concerns. Additionally, measuring the impact of consumer activism on brand perception is also critical for companies. Using analytics tools, companies can track consumer feedback and interactions. This provides important data to improve future strategies and better respond to the demands of activist consumers. Consumer activism is driving organizations toward excellence by creating a more engaged and responsive approach to public relations. Key Words: Public Relations, Consumer, Activism, Brand, Paradigm.