Cyber-Jihad: Islamic Consumer Activism on the Web

Elif Izberk-Bilgin, University of Michigan-Dearborn, USA
This study explores Islamic cyberactivism and finds that activists pursue a virtual jihad against transnational brands as an economic and non-violent means of asserting Islamic values and identity in the marketplace. The study contributes to consumer activism literature by highlighting the role of religious discourse and authorities as market-structuring forces.
[ to cite ]:
Elif Izberk-Bilgin (2012) ,"Cyber-Jihad: Islamic Consumer Activism on the Web", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 532-539.