Description of Invention
This paper explores how social media shapes consumer behavior by driving anti-brand activism and brand switching. A self-administered survey targeting diverse demographic groups in Klang Valley, Malaysia, including young adults, university students, middle-aged workers, and senior citizens, was conducted. The study examines online rumors, boycotts, ideological incongruence, and subjective norms to understand their influence on brand avoidance and switching behavior. Addressing a gap in the literature, the research offers insights into how social media affects brand switching, contributing to the understanding of digital consumer behavior in the 21st century.