Commodity activism (and its Traces of Hypocrisy): A Netnographic Case Study on Prosumer Interactions in Glossier’s Online Brand Communities
Commodity activism can be described as a communication-based strategy that reshapes social and political activism into marketable commodities. This study aims to explore how a brand’s strategic communicative usage of commodity activism, and its potential for hypocrisy, influences the prosumers’ interactions in the online brand communities. More specifically, it aims to examine the destructive aspe
