Putting the Roots Back in Grassroots: Consumer Activism Through Social Media

Using netnography we examine consumer activism in an online community which promotes consumer actions to reward corporations for doing something beneficial to society. Specifically we investigate the way members of the virtual community at Carrotmob.org aims to influence change in consumer purchasing efforts. We collected our data through publicly available chatrooms on carrotmob.org's blogs, Facebook, Twitter and other user generated content media.


Pia A. Albinsson and B. Yasanthi Perera (2011) ,"Putting the Roots Back in Grassroots: Consumer Activism Through Social Media", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Pia A. Albinsson, Appalachian State University, USA
B. Yasanthi Perera, New Mexico State University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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