CANCEL CULTURE: EXPLORING YOUTH ATTITUDES TOWARDS BOYCOTTING ISRAELI PRODUCTS ON SOCIAL MEDIA DURING GAZA INVASION

Abstract

In recent years, the phenomenon of cancel culture has garnered significant scholarly and public attention, particularly within the context of socio-political movements on digital platforms. Through the theoretical lens of social identity theory (SIT), this study examines the dynamics of cancel culture in Pakistan during boycott activities against Israeli products during the Gaza incursion. The cancellation against Israeli products offers a distinctive case study for examining the dynamics of brand perception among Muslim consumers. The study specifically looks at how Pakistani youth participate in boycott campaigns on social media and explores how their opinions against Israeli goods reflect prejudice against out groups and in-group preference. Data from a sample of Pakistani youth actively engaged in internet boycott movements was gathered using survey research methodology.