When conflict meets consumption: The role of eWOM, animosity, and publicity on McDonald’s purchase decisions amid the Israeli-Palestinian crisis (2023–2025)
Keywords:
Electronic word of mouth, Animosity, Publicity, Purchase decisionAbstract
The conflict between Israel and Palestine has generated various social responses, one of which is a boycott movement against companies allegedly associated with the conflict, including McDonald’s. The boycott spread rapidly due to extensive interactions that fostered feelings of animosity. However, the company did not remain passive; instead, it sought to employ publicity strategies to influence purchasing decisions. This study aims to examine the influence of Electronic Word of Mouth, Animosity, and Publicity on Purchase Decisions at McDonald’s restaurants during the Israel-Palestine conflict, using a sample of 175 respondents taken from the Instagram followers of @mcdonaldsid. The research employs a quantitative descriptive-verificative method with Structural Equation Modelling-Partial Least Squares (SEM-PLS) analysis using SmartPLS software. The findings indicate that all the variables examined significantly affect Purchase Decisions, with Electronic Word of Mouth contributing 33.9%, Animosity 27.6%, and Publicity 34%.
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