Budweiser social media boycott : marketing challenge / Jaydeep Mukherjee.

Format:

Book

Author/Creator:

Mukherjee, Jaydeep, (Economist), author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Advertising--Beer--Case studies.

Advertising.

Social media--Influence--Case studies.

Social media.

Sexual minorities in advertising--Case studies.

Sexual minorities in advertising.

Boycotts--Case studies.

Boycotts.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Dylan Mulvaney, a popular transgender social media influencer, posted about Bud Light beer on April 1, 2023. This post was immediately criticized heavily by a section of the population. The company responded at once and sent two senior marketing executives responsible for the post on long leave, and changed the theme of its advertisements. This response angered the LGBTQ+ community, which also called for a boycott of the brand and the products of the parent company, Anheuser-Busch InBev. As a consequence, the company suffered a 25% drop in sales and a 5% drop in stock prices in April 2023, and the sales trend continued in May 2023. What should Anheuser-Busch InBev have done differently? What should it do now?

Notes:

Description based on XML content.

ISBN:

1-0719-3484-8

9781071934845

OCLC:

1417357017