Activism, Social Identity Theory and Brand: Political and Protest Consumer Identities about March 8 Women's Day

This study investigates the mechanisms by which consumers adopt a stance when political discourses are employed in advertisements. The effect of this situation on brand perceptions is also discussed. The study is a descriptive analysis of the comments made on Twitter in 2017 and 2018 in response to Filli Boya's March 8 Women's Day advertisements. The findings indicate that consumers concentrate on political and protest consumer identities with positive and negative push-pull mechanisms. The unique value of the study is that positive opinions are more influential than negative opinions, and therefore, the brand's engagement in political discourse makes a strategic contribution.