Americus Reed is the Whitney M. Young Jr. professor of marketing at the University of Pennsylvania's Wharton School of Business. Social Media Boycotts Succeed When They Reflect a MovementBoy, oh boycotts! If the aim is to hurt company sales, boycotts rarely succeed. department on social media platforms like Facebook, Instagram and Twitter, “moral peacocking” — outrage on social media that is not combined with action — becomes convenient and costless. Companies may suffer short sales dips, but social media boycotts seldom hurt the business bottom line of organizations in the long run.

Source: New York Times February 07, 2017 08:28 UTC