“Toxic, but in a good way” : H&M in Russia during the Ukraine war as seen through consumer activism on TikTok
While scholars have explored how business has increasingly been involved in socio-political issues (Scherer et al., 2016; van der Meer & Jonkman, 2021), less attention has been given to the process of how businesses are held accountable for those issues by stakeholders (Reinecke & Ansari, 2016). Current studies show that multinational corporations are sometimes forced to take a stand on di