Speaking Up: The Seeds of Activism

Mary Bergstrom

Chapter Chapter 5 in All Eyes East, 2012, pp 119-146 from Palgrave Macmillan

Abstract: Abstract In a controlled political climate with few ways to express dissent, Chinese seek an acceptable channel through which to vent pent-up frustration. Although communicating political opinions can be risky, practicing consumer activism has become a safe and social outlet. One example of this kind of activism is KFC Super Tuesday promotion—a simple idea that went very, very wrong.

Keywords: Chinese Consumer; Online Channel; Corporate Social Responsibility Effort; Green Marketing; Young Consumer (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/978-0-230-39368-4_6

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