When consumers click away: understanding the dynamics of social media boycotts—lessons from Orange Egypt

Politically motivated rumors on social media can ignite brand animosity and mobilize boycott movements, posing reputational risks to brands. This study examines Orange Egypt, a telecommunications brand targeted during heightened geopolitical tensions, to explore how politically charged narratives emerge, spread, and mobilize collective action online. Using a qualitative netnographic approach, over 2,000 Facebook posts and 616 tweets were analyzed through semantic and lexical analysis, complemented by network mapping with Netvizz and Gephi. Findings reveal that social media affordances—particularly sharing and retweeting—substantially amplified the visibility and virality of emotionally loaded narratives. Hashtags, provocative language, and coordination between activist pages and individual users were instrumental in sustaining momentum. Network visualization showed transnational clustering patterns shaped by cultural and ideological proximity, aligning with Latané’s Dynamic Social Impact Theory. The study extends the literature on consumer animosity and digital activism by highlighting how geographically and culturally linked online communities can accelerate the dissemination of politically charged content. Practical implications underscore the importance for multinational brands to proactively monitor online discourse and develop culturally sensitive strategies in politically volatile contexts.