What can we learn from #StopHateForProfit boycott regarding corporate social irresponsibility and corporate social responsibility?

Abstract

In July 2020 more than 1,100 companies paused their paid advertising on Facebook to demand clear and unequivocal actions to stop its platform from being used to spread and amplify racism and hate. This Business-to-Business (B2B) boycott phenomenon is related to both corporate social irresponsibility (CSI) and corporate social responsibility (CSR), as Facebook and other social media platforms can be seen to be engaging in CSI, while the boycotting advertisers are engaging in CSR. Understanding how consumers respond to this hybrid form of B2B boycotting, involving both CSI and CSR elements, is critical for marketing and branding practice and theories. This researchdevelops a preliminary framework on the factors influencingconsumer responses to both the transgressing brand (i.e., Facebook) and the boycotting brands (i.e., the advertisers). We then discuss the implicationsfor the literature ontraditional CSI and CSR. Finally, future research directions are presented on this under-studied issue.