Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

How do personal values, social networks, and socioeconomic status influence consumers to engage in online activism and boycotts?

Chihabi, Ranim LU and Buur, Frederikke LU (2024) BUSN39 20241
Department 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:
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
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}},
}