Impact of cancellation culture on brand communication
DOI:
https://doi.org/10.34630/tth.v1i5.6241Keywords:
Cancel Culture, Social Media, Reputation, Communication, Transparency, Social ResponsibilityAbstract
Cancellation culture is a relevant phenomenon that affects brand communication and its relationship with the public. The growth of social media has increased the visibility of businesses to the public, and as social expectations change and activism grows, more companies face criticism and boycotts. This paper aims to explore the threats and opportunities associated with this phenomenon, presenting the case of Victoria's Secret, which illustrates the consequences of failing to adapt to new consumer demands. In addition, the paper presents practical strategies for brands to combat and avoid image disasters, highlighting the importance of authenticity, transparency and dedication to social causes.
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