The sociopolitical effects of brand activism: perspectives, contributions and challenges of the communicational approach of brands to sociopolitical causes

de Matos Miguel, Alexandra; Lopes Miranda, Sandra Marisa

http://hdl.handle.net/10400.21/22479

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Authors

de Matos Miguel, Alexandra

Lopes Miranda, Sandra Marisa

Abstract(s)

Based on a literature review and concrete examples, this investigation seeks to explore and debate the theoretical perspectives on brand activism as a strand of strategic communication with sociopolitical purposes, addressing the positive impacts, as well of the challenges, of brand activism contributing to the promotion of sociopolitical changes. Likewise, the strategic factors that brands should consider to address activist causes more effectively will also be discussed, as well as the potential sociopolitical impacts promoted by brand activism campaigns that can still be studied by academia.

Keywords

Brand activism strategic communication social political changes IPL/2024/LIACOM_ESCS/BI/12M

URI

http://hdl.handle.net/10400.21/22479

Citation

Miguel, A., & Miranda, S. (2025). The sociopolitical effects of brand activism: Perspectives, contributions and challenges of the communicational approach of brands to sociopolitical causes. In E. Tutivén & I. Viviana (Eds.), Discursos, tecnologías y representaciones: estudios para comprender un mundo en transformación (pp. 108–126). Dykinson.