I need your help in marketing essay
The essay topic is described below:
The Power of Consumer Boycotts
A boycott can be described as a conscious withdrawal from some commercial activity or participation as a form of punishment or protest (see Oxford Dictionaries). A consumer boycott is when consumers actively choose to not purchase products from a particular firm in protest of that firm's actions.
Towards the middle of the semester, you will learn more about the kind of consumer society we currently live in, and the power consumers have over their purchase decisions. As competition among firms offering similar products intensifies, consumers are able to discriminate between alternatives in a more effective manner than previously. In addition, there is evidence that consumers are becoming increasingly socially aware of their purchase decisions. If a firm is revealed to be engaging in activities that do not resonate with the moral consciousness of consumers in a given market, consumers may engage in boycott and thereby harm the firm's sales objectives.
In this essay, you will be exploring the power of consumer boycotts. To do this effectively, you will need to firstly review what consumer boycotts are in general, examine what literature exists surrounding consumer boycotts, and evaluate different views (expert commentary) on the effectiveness of consumer boycotts. You will also select one firm that has suffered from a consumer boycott. In the end, you will reflect on whether consumer boycotts are effective, and if so, what firms should do to avoid such boycotts.
To be successful at this task, you will need to be familiar with the most relevant literature surrounding consumer boycotts. On Google Scholar and through the library business databases, you will find a wealth of research literature analysing consumer boycotts. Your task will be to provide a summary of the key arguments that you come across, and reference accordingly. You will also need to select a company that has suffered from a consumer boycott. Provide an overview of the situation, referencing more recent sources such as newspaper articles or online publications.
Assistance in completing this task will be provided throughout the semester.
Essential requirements:
The paper must consist of 1500 words excluding references.
The paper must consist of an introduction, a main body, and a conclusion
In the paper, you should cite at least three academic sources (academic journal articles)
A total of ten (Harvard) references should be used (of which three must be academic)
A Turnitin similarity rating higher than 10% will warrant unnecessary suspicion, so please ensure you are referencing correctly throughout.
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