<i>Mens rea</i> , wrongdoing and digital advocacy in social media: Exploring quasi‐legal narratives during #deleteuber boycott

#Boycotts represent digital advocacy attempts in which users publicly punish an organization as a lurata (i.e., jury), assesses the guilty intent, mens rea mind), from set of visible acts, actus reus wrongdoings). Yet, we know little about quasi-legal narratives advocated by users. To this aim, developed mixed method study #deleteuber boycott on Twitter. Our findings suggest that while advocate both Uber-specific and shared Uber with sharing economy firms or tech giants Silicon Valley, latter narrative is most prominent one; its use depends whether are part influencers not. These provide contribution to studies public affairs focus online activism, boycotts social media because they increase our understanding opaque legal motivations provoke boycotters. Also, highlight blurs boundaries between directed at firm arising indirectly due shameful acts industry peers.