#12475. The Evolution and Power of Online Consumer Activism: Illustrating the Hybrid Dynamics of “Consumer Video Activism” in China through Two Case Studies

July 2026publication date
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Journal’s subject area:
Communication;
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Abstract:
Short videos and short-video-based social media (SVB) platforms have provided Chinese consumers with a new way to protest against businesses. However, they have received scant attention from scholars. This study aims to fill this gap in two ways. Firstly, it will contextualize this phenomenon within the literature on consumer activism, foregrounding three key phases in the evolution of online consumer activism in China. Secondly, it will analyze two case studies to provide a vivid picture of consumer video activism (CVA), disentangling its hybrid dynamics in the complex interaction between consumers, businesses, We-media, mainstream media and the public.
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