Rejoinder: Spilling More Beans on Political Consumerism: It’s More of the Same Tune

9 Pages Posted: 21 Sep 2022

See all articles by Jura Liaukonyte

Jura Liaukonyte

Cornell SC Johnson College of Business

Anna Tuchman

Northwestern - Kellogg

Xinrong Zhu

Imperial College Business School

Date Written: September 9, 2022

Abstract

Lelkes (2022) and Bronnenberg and Dube (2022) provide thoughtful comments on Liaukonyte et al. (2022) and give additional context for how our work relates to the broader literature on political consumerism, polarization, and corporate political engagement. The comments also highlight important areas for future research especially as they relate to the generalizability of our findings, identification challenges, and consumer motivation to engage in political consumerism. In this rejoinder we expand on each of these three points. In revisiting the generalizability angle, we also document the aftermath of another high-profile social media boycott campaign: widely-publicized calls to boycott Spotify did not harm Spotify's subscriber numbers or revenue, which grew at a similar rate as before the controversy. We discuss this and other similarities between the Spotify and Goya boycotts.

Keywords: Political Consumerism, Boycott, Buycott, Social Media

Suggested Citation

Liaukonyte, Jura and Tuchman, Anna and Zhu, Xinrong, Rejoinder: Spilling More Beans on Political Consumerism: It’s More of the Same Tune (September 9, 2022). Available at SSRN: https://ssrn.com/abstract=4214608 or http://dx.doi.org/10.2139/ssrn.4214608

Jura Liaukonyte (Contact Author)

Cornell SC Johnson College of Business ( email )

Dyson School
Ithaca, NY 14850
United States

HOME PAGE: http://www.JuraLiaukonyte.com

Anna Tuchman

Northwestern - Kellogg ( email )

Kellogg School of Management
2001 Sheridan Rd.
Evanston, IL 60208
United States

Xinrong Zhu

Imperial College Business School ( email )

South Kensington Campus
Exhibition Road
London SW7 2AZ, SW7 2AZ
United Kingdom
07778963203 (Phone)

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