#Cancelled: predictors of cancel culture in the Philippines

The rise of technology and social media allowed business a greater reach of their products. It transformed how business, in most of its facets, is done, from marketing of products or services to actual order and payment of the same. To stay relevant, business entities often develop their own brand voice and stand in social issues. Companies are “called out” for controversial practices and when their beliefs are deemed inappropriate. This “call out” culture evolved to “cancel culture”. As the manifestation of cancel culture ranges from merely calling out the companies in social media platforms to boycotting the company, it is imperative that this behavior be understood. Hence, this research is conceptualized to determine the factors that influence cancel culture and assess the nature of consumer cancellation. Finally, this research is designed to also identify the corporate actions that could appease consumers to “uncancel” the firm.