Cancel culture and boycotting Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States

This thesis aims to describe how cancel culture and related boycotting tendencies might affect commercial entities, such as brands and businesses. First, earlier research and the descriptive level of cancel culture and boycotting are described. The possible consequences of cancel culture on brands a...

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Main Author: Tornberg, Sarah
Other Authors: Faculty of Humanities and Social Sciences, Humanistis-yhteiskuntatieteellinen tiedekunta, Department of Social Sciences and Philosophy, Yhteiskuntatieteiden ja filosofian laitos, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2024
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/95830
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author Tornberg, Sarah
author2 Faculty of Humanities and Social Sciences Humanistis-yhteiskuntatieteellinen tiedekunta Department of Social Sciences and Philosophy Yhteiskuntatieteiden ja filosofian laitos University of Jyväskylä Jyväskylän yliopisto
author_facet Tornberg, Sarah Faculty of Humanities and Social Sciences Humanistis-yhteiskuntatieteellinen tiedekunta Department of Social Sciences and Philosophy Yhteiskuntatieteiden ja filosofian laitos University of Jyväskylä Jyväskylän yliopisto Tornberg, Sarah Faculty of Humanities and Social Sciences Humanistis-yhteiskuntatieteellinen tiedekunta Department of Social Sciences and Philosophy Yhteiskuntatieteiden ja filosofian laitos University of Jyväskylä Jyväskylän yliopisto
author_sort Tornberg, Sarah
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description This thesis aims to describe how cancel culture and related boycotting tendencies might affect commercial entities, such as brands and businesses. First, earlier research and the descriptive level of cancel culture and boycotting are described. The possible consequences of cancel culture on brands and businesses are explored, and how commercial entities have adapted to the era of cancel culture. The research data is analyzed to determine why survey respondents have previously boycotted someone, as well as whom they have boycotted. The data gathered from university students in Finland (n=225), Germany (n=221), and the United States (n=173) is analyzed using exploratory factor analysis, two-way analysis of variance, and multiple linear regression to find similarities, differences, and boycotting tendencies by comparing the countries’ results. Four boycotting factors describes the reasons for boycotting: ethical boycotting, quality boycotting, value boycotting, and nationality boycotting, while brands, social media influencers and organizations are the most boycotted entities. The analysis supports earlier research; young women are the most prominent boycotters, although men were the most active boycotters due to nationality in each of the three countries. Country of residence, gender and age were not the strongest predictors of the respondents’ boycott practices indicating that some other reasons would better explain participating in consumer boycotts.
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First, earlier research and the descriptive level of cancel culture and boycotting are described. The possible consequences of cancel culture on brands and businesses are explored, and how commercial entities have adapted to the era of cancel culture. The research data is analyzed to determine why survey respondents have previously boycotted someone, as well as whom they have boycotted. The data gathered from university students in Finland (n=225), Germany (n=221), and the United States (n=173) is analyzed using exploratory factor analysis, two-way analysis of variance, and multiple linear regression to find similarities, differences, and boycotting tendencies by comparing the countries\u2019 results. Four boycotting factors describes the reasons for boycotting: ethical boycotting, quality boycotting, value boycotting, and nationality boycotting, while brands, social media influencers and organizations are the most boycotted entities. 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spellingShingle Tornberg, Sarah Cancel culture and boycotting : Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States cancel culture political consumerism online activism Sociology Sosiologia 203 boikotti boycott
title Cancel culture and boycotting : Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States
title_full Cancel culture and boycotting : Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States
title_fullStr Cancel culture and boycotting : Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States Cancel culture and boycotting : Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States
title_full_unstemmed Cancel culture and boycotting : Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States Cancel culture and boycotting : Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States
title_short Cancel culture and boycotting
title_sort cancel culture and boycotting why consumers participate in boycotting commercial entities in finland germany and the united states
title_sub Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States
title_txtP Cancel culture and boycotting : Why consumers participate in boycotting commercial entities in Finland, Germany, and the United States
topic cancel culture political consumerism online activism Sociology Sosiologia 203 boikotti boycott
topic_facet 203 Sociology Sosiologia boikotti boycott cancel culture online activism political consumerism
url https://jyx.jyu.fi/handle/123456789/95830 http://www.urn.fi/URN:NBN:fi:jyu-202406134597
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