The Role of Social Media, Voice of Boycott, and Boycott Intention in Shaping Boycott Behavior among Malaysian Students

Consumer boycotts have become a prominent form of civic activism, especially in the digital era, where social media enhances awareness, mobilization, and collective engagement. While previous studies recognize the role of psychological and social factors, little is known about how social media, voice of boycott, and boycott intention together influence actual boycott behavior among Malaysian students. Guided by the Theory of Planned Behavior (TPB), this study examines the combined effects of these three factors on boycott behavior. A quantitative survey was conducted with 123 Malaysian students using a purposive sampling approach. The questionnaire included validated measures of social media use, boycott intention, voice of boycott, and boycott behavior. Correlation and regression analyses were employed to evaluate relationships and predictive capabilities. Results show that boycott intention is the most influential factor in driving boycott behavior, while the voice of boycott also plays a supporting role by reinforcing group norms and legitimizing collective action. In contrast, social media has an insignificant effect on boycott behavior. The findings highlight the importance of strengthening boycott intention and encouraging the voice of the boycott to promote active participation. Policy recommendations include integrating digital literacy and activism programs in universities and developing strategies to help students move from private intention to public advocacy in boycott movements.