ABSTRACT

Today’s consumer is always on his smartphone consuming and sharing content. Evidently, smartphones have become an extension of one’s hand. It’s no wonder it’s becoming a reflex to document brand failures and share them online so they can reach a maximum number of people, starting with one’s network. Consumers are increasingly following a read online buy offline pattern or web influenced in store sales. In fact, 94 percent of consumers claim an online review has convinced them to avoid a business. This omni canalization has made it important to analyze online platforms, which are the source of consumer behavior, in order to predict and react to consumer actions. The world post Covid-19 is a world of drastic change. Many movements have taken the world by storm as consumers are increasingly demanding more ethical consumption choices and actively marking their disapproval of any kind of company wrongdoing.