To the extent that consumer behaviour being a key factor of the market mechanism, it is presumed that consumers’ social participation as proactive behaviour has more impact on current consumer society. Although it is apparent that consumers primarily wield the power by choosing products in the market, Holzer (2006) pointed out that an individual’s decision not to buy has limited impact on a certain product rather than the mass market. Individuals’ decisions can be transformed into a collective power by mobilizing people in social movements and thereby influencing them to wield their power to create social change in the marketplace. Today, consumer boycott campaigns and other political collective actions have become ubiquitous (Stolle et al., 2005), and social networks have eradicated the obstacles to ของเทศบาล involvements (Mukherjee, 2010). From this angle, this study sheds light on how social media function as an emerging method for social movements that encompasses all spheres of movements towards social conflicts, including, of course, consumer movements.