THE EFFECT OF CONSUMERS’ JUSTICE BELIEFS ON BOYCOTTING SOCIAL MEDIA INFLUENCERS

Abstract

In the digital era of the 21st century, social media influencers have become key actors in the marketing industry, with their market presence expanding rapidly and an increasing share of marketing budgets being allocated to influencer-sponsored activities. However, alongside this growth, unethical behaviors and perceived unfair practices by influencers have intensified negative consumer responses, particularly the phenomenon of “boycotting.” This study aims to examine how consumers’ justice beliefs (Belief in a Just World) and social norms influence their intention to boycott social media influencers. A total of 367 respondents participated in the study. Using a quantitative research approach, the data were analyzed with SPSS 26. The results reveal that consumers’ distributive and procedural justice beliefs have a positive effect on boycott intention, both directly and indirectly through social norms.