Boycott Zara: Analysing Consumer Behaviour and Social Media Backlash After Marketing Failures

Abstract

This study examines social media backlash against Zara’s controversial ad campaign released during the Palestine-Israeli conflict, focusing on how marketing missteps in the digital era shape consumer behaviour and brand perception. The study aims to analyse consumer behaviour and how social media can increase public sentiment amid marketing crises. Specifically, the research focuses on consumer reactions, social media activism, the influence of social media platforms—particularly hashtags such as “BoycottZara” and influencers—and the campaign’s impact on Zara’s brand reputation. Using a qualitative content analysis approach, the study examines user-generated content, media coverage, and Zara’s crisis communication strategy through the lens of theories on consumer behaviour, social media marketing, brand reputation, and crisis management. The findings provide practical insights into how ethically, culturally, and politically sensitive issues can influence brand narratives online, emphasizing the critical need for brands to adopt culturally aware and socially responsible strategies when engaging in an increasingly connected digital landscape.