With one click access to most information available, consumer today is being considered “Digital native” or “Digital migrant”. This availability of information on internet and social media has led consumers to make very informed decisions in regards to their pre-purchase, purchase and postpurchase behaviours. On one aspect consumer is using internet and social media to make informed decision, the other aspect of it is consumer activism on social media and other online platforms. Consumer activism is defined as, “Where consumers create movements in the marketplace aimed at promoting the rights, consciousness and interests of either all or particular groups of consumers” (Schiffman, 2014). You are required to write a comprehensive academic essay that will demonstrate your research and analytical skills along with academic writing in a chosen online consumer movement. Students may choose one or more internet/online/social media for their essay. Essay Structure: Your essay should include the following structure: • Introduction • Research & Analysis: A thorough research of the literature critical analysis of the research applied to the question. • Conclusion • References You must use a minimum of 8 references: • Text books: At least 2 text books
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