Although brands have responded to the challenges and opportunities posed by SNSs, negative online brand communication has received less attention, and there is a significant gap in research concerning brand boycotts and SM (Albrecht, Campbell, Heinrich, & Lammel, 2013; McGriff, 2012). This study extends traditional consumer boycotting literature to SNSs. Others’ boycott participation may induce heightened perceptions of boycott success (Albrecht et al., 2013) or social pressure (Klein et al., 2004) to also participate.