How do personal values, social networks, and socioeconomic status influence consumers to engage in online activism and boycotts?
(2024) BUSN39 20241Department of Business Administration
- Abstract
- This study explores the intricate dynamics and factors driving consumer engagement in
online activism and boycotts, shedding light on the complex interplay between personal
values, socioeconomic status, and social networks. Drawing upon and utilizing theories from
other researchers, this study examines the impact of economic, social, and cultural factors
that drive consumers to engage in online activism and boycotts. Through a qualitative
analysis of three in-depth focus group discussions, it becomes evident that personal values
serve as foundational motivators driving consumers to engage in online activism as a means
of expressing solidarity and advocating for corporate change. Moreover, social networks,
both online and offline,... (More) - This study explores the intricate dynamics and factors driving consumer engagement in
online activism and boycotts, shedding light on the complex interplay between personal
values, socioeconomic status, and social networks. Drawing upon and utilizing theories from
other researchers, this study examines the impact of economic, social, and cultural factors
that drive consumers to engage in online activism and boycotts. Through a qualitative
analysis of three in-depth focus group discussions, it becomes evident that personal values
serve as foundational motivators driving consumers to engage in online activism as a means
of expressing solidarity and advocating for corporate change. Moreover, social networks,
both online and offline, played a pivotal role in influencing participation by either mobilizing
or amplifying it. Furthermore, although socioeconomic status does influence involvement, the
inclusive nature of social media platforms facilitates wider participation, thereby reducing
conventional obstacles linked to limited economic resources. The findings underscore the
multidimensional nature of online activism, emphasizing the need for a nuanced
understanding that considers the intersectionality of personal values, social networks, and
socioeconomic status. This research contributes valuable insights for academics aiming to
leverage social media for social change and for corporations seeking to engage responsibly
with consumers in the digital age. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9163347
- author
- Chihabi, Ranim LU and Buur, Frederikke LU
- supervisor
- organization
- alternative title
- An Analysis of Motivational Drivers in Digital Consumer Movements
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- online activism, boycotts, consumer engagement, personal values, social networks, socioeconomic status, social media, corporate practices, ethical conduct
- language
- English
- id
- 9163347
- date added to LUP
- 2024-06-25 13:09:48
- date last changed
- 2024-06-25 13:09:48
@misc{9163347, abstract = {{This study explores the intricate dynamics and factors driving consumer engagement in online activism and boycotts, shedding light on the complex interplay between personal values, socioeconomic status, and social networks. Drawing upon and utilizing theories from other researchers, this study examines the impact of economic, social, and cultural factors that drive consumers to engage in online activism and boycotts. Through a qualitative analysis of three in-depth focus group discussions, it becomes evident that personal values serve as foundational motivators driving consumers to engage in online activism as a means of expressing solidarity and advocating for corporate change. Moreover, social networks, both online and offline, played a pivotal role in influencing participation by either mobilizing or amplifying it. Furthermore, although socioeconomic status does influence involvement, the inclusive nature of social media platforms facilitates wider participation, thereby reducing conventional obstacles linked to limited economic resources. The findings underscore the multidimensional nature of online activism, emphasizing the need for a nuanced understanding that considers the intersectionality of personal values, social networks, and socioeconomic status. This research contributes valuable insights for academics aiming to leverage social media for social change and for corporations seeking to engage responsibly with consumers in the digital age.}}, author = {{Chihabi, Ranim and Buur, Frederikke}}, language = {{eng}}, note = {{Student Paper}}, title = {{How do personal values, social networks, and socioeconomic status influence consumers to engage in online activism and boycotts?}}, year = {{2024}}, }