Cancel Culture: Exploring the phenomenon from a managerial perspective
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School of Business |
Bachelor's thesis
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Authors
Date
2023
Department
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
32 + 3
Series
Abstract
This thesis investigates the literature surrounding cancel culture through a bibliometric analysis. It aims to provide insights on the background and evolution of cancel culture as well as its main drivers and controversies. Moreover, it aims to explore the phenomenon through a marketing lens and equip marketers and brand managers with actionable insights on how to navigate in the current digital climate driven by cancel culture. Ultimately, it aims to grant a solid base for future researchers and connect cancel culture to broader set of studies and subjects in marketing.Description
Thesis advisor
Mikkonen, IlonaKeywords
cancel culture, brand activism, consumer activism, freedom of speech