#Consumeractivism: How Online Consumer Activism Impacts Brand Change

The authors sought to understand the motivations, actions and expectations of both online consumer activists and brand executives who have encountered consumer activist campaigns. This research contains online consumer activism implications for brand managers, economics and marketing theory integration, and introduces qualitative research to a largely quantitative area of study.


Amber M. Chenevert, PhD and Aleksandr V. Gevorkyan, PhD (2016) ,"#Consumeractivism: How Online Consumer Activism Impacts Brand Change ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 724-724.


Amber M. Chenevert, PhD, St. John's University, USA
Aleksandr V. Gevorkyan, PhD, St. John's University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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