On New Year’s Eve in 2019, a Domino’s Pizza delivery worker sold pizzas for $30 each in Times Square — double their usual price. When New York City’s mayor criticised the chain for price gouging, many customers leapt to its defence. They argued that the price was fair given the difficulty of navigating the dense crowds. “If the $30 was too expensive, then nobody would have bought it,” one customer tweeted, highlighting the value of consumer choice and perspective.
Wayne Hoyer, professor of marketing at the University of Texas McCombs School of Business, says such reactions reveal a powerful resource for companies under fire: online “brand defenders.” These are customers who publicly stand up for brands on social media, countering negative comments or accusations. “In today’s world, everything is a two-way interaction,” Hoyer explains. “Consumers make videos, post comments, and stand up for brands. They can be very valuable in offsetting negative communication.”
To understand what drives this behaviour, Hoyer and a team of researchers from the University of Bern in Switzerland analysed 3 months of Facebook comments from 8 U.S. brands. They found that, on average, 1 in 20 comments was a defence against criticism, ranging from 1% for AT&T to 10% for Tesla. The findings suggested that consumer defences are not isolated acts but part of a broader pattern of engagement and identity expression.
Through follow-up interviews and a survey of 570 people who had defended brands online, the researchers identified three distinct types of defenders. The first group, “brand promoters,” are emotionally attached to their favourite companies. They defend brands out of love and loyalty, seeing attacks on the brand as personal affronts. Companies can engage these supporters by recognising and thanking them, strengthening their sense of belonging and appreciation.
The second group, “justice promoters,” is not emotionally tied to the brand but acts out of a sense of fairness. They intervene when they feel a company is being unfairly criticised, motivated by moral principles rather than affection. Because they lack emotional attachment, they are harder to influence directly. However, brands can appeal to their sense of justice by communicating transparently and addressing criticism fairly.
Finally, “self-promoters” defend brands to enhance their social image. They enjoy attention online and may seek likes, followers, or even rewards from the brand. For this group, defending a company is as much about self-promotion as it is about support. The researchers suggest that companies can encourage all three types of defenders with subtle gestures — private thank-you messages, small rewards, or social recognition — while avoiding overt praise that might make defenders appear like paid representatives, thereby harming their authenticity.
More information: Clemens Ammann et al, Beyond Strong Bonds: A Typology of and Motivational Insights into Online Brand Defenders, Journal of Interactive Marketing. DOI: 10.1177/10949968251320615
Journal information: Journal of Interactive Marketing Provided by University of Texas at Austin