Abstract:

The rise of cancel culture has fundamentally altered the relationship between brands and consumers, particularly among Generation Z. In the digitally interconnected landscape of Indonesia, consumers increasingly use social media as a tool for activism, holding brands accountable for perceived social, moral, or political transgressions. This study investigates the direct effects of cancel culture awareness and social media activism on brand loyalty among Indonesian Gen Z consumers. Adopting a quantitative approach, the research utilizes a Structural Equation Modeling-Partial Least Squares (SEM-PLS) framework to analyze data from 67 valid responses collected via online questionnaires. The findings indicate that both cancel culture awareness and social media activism have a significant positive influence on brand loyalty. These results underscore the importance of ethical alignment and active digital engagement in shaping brand loyalty amid the dynamics of cancel culture. The study provides critical insights for brand strategists on how to navigate the complexities of a value-driven consumer market.