Social media empowers consumers

Retailers of Namyang Dairy Products stage a protest against the company in front of the head office in Jung-gu, Seoul, Monday. The company allegedly forced its retailers to buy more milk than needed. / Korea Times photo by Shin Sang-soon

By Kang Hyun-kyung

Consumers are stronger than ever, thanks to social networking services (SNS). It is common for consumers to rally together on online platforms to campaign against companies they believe are engaged in unfair business practices.

One such example is the recent action taken against Prime Bakery Chairman Kang Soo-tae resulting in his eventual decision to close his business last week. He was confronted with a massive consumer boycott following public uproar about an assault on a hotel doorman.

Another looming consumer boycott staged this week is set to deliver a serious blow to Namyang Dairy Products for allegedly forcing its distributors to purchase more milk than they needed.

On Tuesday, Internet users directed their rage toward the dairy company by resorting to social media to urge consumers to join hands in penalizing what they called greedy enterprises.

Internet user “dfsunny” called Namyang “evil” for the exploitation of its distributors. Twitter user “Korea 486” posted comments encouraging his followers to boycott its popular coffee mix product.

Internet users’ anger toward Namyang is benefitting its rival Maeil Dairy Industry for its ethical business practice.

For the past 10 years, Maeil has produced special milk for babies born with birth defects in their digestive systems. This less known story has spread fast on the cyberspace.

Blogger “mine 888” said Maeil suffers an annual 400 million won of losses because of low demand for this product.

“Losses were inevitable because mass production was necessary despite the low demand for the milk. Maeil continued to produce the milk to save the lives of 17 babies born with the digestive problems,” the blogger said.

Internet user “lucitte” encouraged consumers to go for Maeil products to show their support for the dairy company’s commitment to the health and lives of babies with these defects.

Twitter user “ravenclaw69” wrote that moms need to participate in the boycott of Namyang products.

Park Hea-yong, managing director of the Consumers Union Incheon Chapter, said consumers armed with social media are powerful.

“I think that businesses are feeling excessive pressure from social media because consumers unite and can take swift action against target firms. These are so simple and fast because of social media,” she said.

Park said social media made has made what was once impossible very possible.

“Before the popular use of social media, we, activists, along with a few supporters gathered at a certain place to protest against troubled firms or recommend them to correct unethical practices. But what we are seeing now is that consumer boycott is so easily organized through the Internet once someone posts voice files or videos onto any popular Internet forums or discussion sites.”

Hong Sung-geul, a professor of Seoul-based Kookmin University, expressed concern about some bloggers’ abuse of social media.

Hong said some take advantage of social media by spreading malicious information to discredit rival businesses or particular individuals.

“Such a witch hunt will deal a significant blow to the victims. Once such unconfirmed information is posted on the Internet, no one can possibly stop the movement. This is truly worrisome,” he said.