Date of Defense

1-24-2023

Date of Graduation

12-2023

Department

Marketing

First Advisor

JoAnn Atkin

Second Advisor

Greg Gerfen

Abstract

This thesis explores the intricate dynamics between socio-political stances and consumer behavior on social media in the ever-evolving digital landscape. Stemming from MKTG 3710 research, it delves deeper into the impact of socio-political views on consumer social media habits, offering valuable insights for marketing and societal understanding. Structured into background, secondary research, and qualitative research, the study emphasizes understanding the intersection of socio-political views and social media in the digital age. Recognizing its profound influence on marketing strategies, public discourse, and societal values, the research explores the complex dynamics of this connection and its wider implications. Secondary research includes an extensive literature review, forming research questions about how individuals engage with socio-political content on social media. It also delves into ethical and regulatory challenges, demographic influences, and the evolution of socio-political communication over time. Aligned with existing scholarly knowledge, the study draws on secondary sources to highlight brand activism's dual impact on consumer attitudes and its potential as a catalyst for political change. Notable findings include the influence of political beliefs on consumer behavior, multicultural young adults' skepticism, and the need for transparent and authentic brand initiatives. To address these questions comprehensively, qualitative research includes in-depth interviews with a purposive sample of 15 participants. Findings reveal diverse social media routines, with platforms like Instagram, Snapchat, and TikTok playing central roles, shaping the nature of brand activism activities. Qualitative insights provide an understanding of defining brand activism, varying perspectives on social and political issues, and immediate associations individuals make with brand activism, citing examples like Nike, Adidas, and Ben and Jerry's. The Q&A section captures participants' nuanced views on companies, social media habits, and brand activism, synthesizing qualitative and secondary research to reveal the complex link between political ideology, consumer behavior, and brand activism. This thesis establishes a robust foundation for comprehending the multifaceted impacts of socio-political stances on social media, offering valuable implications for marketing strategies that prioritize authenticity, transparency, and strategic alignment with brand values.

Access Setting

Honors Thesis-Open Access

Additional Files
Honors Thesis_ Reflective Paper.pdf (70 kB)
Reflection
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