The role of social media in the proliferation and promotion of Brand Activism




ativismo de marca, redes sociais, ciberativismo, cidadania ativa


Despite the relevance and actuality of brand activism, there are few theoretical investigations about the origins of this concept, and particularly about the role that social networks played in its proliferation and encouragement. This systematic literature review, based on the most prominent articles published in this field of expertise, investigates and discusses the role of technological advances, and particularly the role of the popularization of the use of social networks, in the proliferation of brand activism worldwide. Likewise, the concept of brand activism as a new trend in strategic communication between brands and stakeholders is explored, giving real examples of brand activism campaigns to present a current picture of the application of this concept, both online and offline.


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Biografias Autor

Alexandra Miguel, CIES-ISCTE

PhD student in Communication Sciences at ISCTE-University Institute of Lisbon. Associate Researcher at the Centre for Research and Studies in Sociology (CIES-ISCTE) with a FCT - Fundação para a Ciência e a Tecnologia PhD Scholarship. Master’s degree in Advertising and Marketing at the School of Communication and Media Studies (ESCS-IPL). Academic interests in Strategic Communication, Brand Activism, Social Marketing, Communication for Social Change, Corporate Social Responsibility, Brand Activation, Brand Experience, among others.

Sandra Miranda, Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa

Lecturer and Associate Dean in School of Communication and Media Studies (ESCS). PhD in social communication and master’s degree in Human Resource Management. Researcher at the Centre for Research and Studies in Sociology (CIES-ISCTE). Academic interests in Theory and Organizational Behaviour, Corporate Social Responsibility and Consumer Behaviour. Author of books and scientific articles in international journals.


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Como Citar

Miguel, A., & Miranda, S. (2022). The role of social media in the proliferation and promotion of Brand Activism. Comunicação Pública, 17(32).



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