Investigating the effect of brand moral violations on the feeling of hatred and betrayal of Iranian consumers and the resulting behaviors on social media

The present study purpose is to investigate the effect of brand moral violations on the perceived hate and betrayal of Iranian consumers and the resulting behaviors on social media.

This quantitative research is applied in terms of purpose and is considered as a field in terms of data collection method. The target population of the present study was all consumers in Tehran. Sampling was done by two-stage cluster method and the sample size was 413 people. Standard questionnaires were used to collect data and data analysis was performed by structural equation modeling (SEM) with the partial least squares (PLS) approach.

According to the results of the research, brand moral violations affect the consumer's perceived hate and betrayal. This perceived consumer hate and betrayal affects the consumer's intention to boycott and his participation in sanctions activities on social media. Consumer brand hate also affects the production of negative content on social media. Although the impact of betrayal on content generation on social media has been ruled out, it can be argued that perceived betrayal by indirectly affecting perceived hate can increase content generation and participation in consumer boycotts on social media because the impact of perceived betrayal on hate Perceived is also confirmed.