Honors Theses
Date of Award
Spring 5-9-2020
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Christina Sparks
Second Advisor
Robin Street
Third Advisor
Robert Magee
Relational Format
Dissertation/Thesis
Abstract
The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial consumers?
To answer the research questions, the thesis will begin by offering a definition of the terms “brand” and “brand activism,” as well as additional relevant terms based upon the analysis of existing definitions. To answer the first research question, an analysis of secondary research on the topic will be completed and the results of a survey administered by the researcher to millennials regarding their feelings on brand activism will be presented. Lastly, two sections of the thesis will be dedicated to answering the final question: case studies and interviews with business professionals. The insight gathered while conducting this research will allow the researcher to develop recommendations for business professionals creating activist-minded campaigns for corporate brands.
Recommended Citation
Hermann, Anna, "Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers" (2020). Honors Theses. 1571.
https://egrove.olemiss.edu/hon_thesis/1571
Accessibility Status
Searchable text
Creative Commons License
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Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Marketing Commons