Essays about: "social brand activism"

Showing result 1 - 5 of 24 essays containing the words social brand activism.

  1. 1. “Tis the season to be vegan” : Discursive identity formations and the discursive construction of veganism in the communication event #veganuary

    University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Author : Saralie Sernhede; [2021]
    Keywords : Social media; veganism; Twitter; hashtag activism; CDA; lifestyle movements;

    Abstract : Offering contemporary insights into movement activities, this study explores the discursive identity formations and discursive constructions of veganism in the communication event #veganuary on Twitter. In a tentative attempt to understand #veganuary as a site of discursive and socio-cultural change, this study seeks to answer the research questions: (1) “What discursive identity formations take part in the semantic battle for the meaning of veganism in the communication event #veganuary on Twitter?”, (2) “How is veganism discursively constructed in the communication event #veganuary on Twitter?”, and (3) “How can we understand #veganuary on Twitter as a site of discursive and socio-cultural change?”. READ MORE

  2. 2. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Rebecca Arfwedson; [2021]
    Keywords : Environmental brand activism; consumer hashtag activism; Instagram; social semiotics; self-branding; networked branding; consumer engagement; Social Sciences;

    Abstract : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). READ MORE

  3. 3. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jakob Ferenius; Victoria Kotras; [2021]
    Keywords : Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

    Abstract : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. READ MORE

  4. 4. Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study

    University essay from Umeå universitet/Företagsekonomi

    Author : Margot Descouens; Valentine Gerbault; [2021]
    Keywords : femvertising; social brand activism; purplewashing; Generation Y; social media; Instagram; cosmetics industry;

    Abstract : In recent years, femvertising has become a new issue of interest for companies, specifically in areas targeting women. Indeed, some companies in the cosmetics industry, such as Dove - a pioneer in the field - have been addressing the representation of women in advertising by tackling issues of equality, inclusiveness, and self-acceptance. READ MORE

  5. 5. Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement

    University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik; Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Author : Henrik Aronsson; Paul Kato; [2021]
    Keywords : Brand activism; brand equity; consumer-based brand equity; social activism; woke washing;

    Abstract : Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. READ MORE