AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
April 2026
Abstract
The dynamics of marketing in society have shifted. Brands no longer sit at a distance broadcasting messages; they now occupy the same social networks as people, speaking in a human voice and inviting quasi-personal relationships. In this environment, we argue that corporate cancel culture is best understood as moral policing of brands that have chosen to act like human nodes in social networks. Drawing on hierarchy research, we frame cancellations as “leveling” responses when high-status brands behave in ways that feel domineering, hypocritical, or extractive rather than prestige-based and service-oriented. Using Moral Foundations Theory, we show how diverse cancellations can be understood as perceived violations of care, fairness, loyalty, authority, and sanctity. We then incorporate recent work on moral contagion to explain why moralized brand content spreads so efficiently online. The paper concludes with a governance-focused toolkit for identifying moral fault lines and managing brands as responsible network citizens.
DOI
10.20429/amtp.2026.85
Recommended Citation
Poehlman, T. Andrew and Abraham, Sairah, "Conceptualizing Cancel Culture in Marketing: Moral Policing in a Hyperconnected World" (2026). AMTP Proceedings 2026. 85.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/85
