JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
On Boycotts Organized Through the Internet
Author(s): Paul Sergius Koku
Citation: Paul Sergius Koku, (2011) "On Boycotts Organized Through the Internet" Vol. 5, Iss. 6, pp. 83- 93
Article Type: Research paper
Publisher: North American Business Press
The study examines the suitability of the Internet as the primary tool for organizing boycotts. Unlike previous studies that treated boycotts as homogeneous events, this study followed Friedman’s (1999) taxonomy of boycotts and examined the different classes of boycotts. It extends Friedman’s five boycott groups to 7 using Garrett’s (1987) definition of boycotts, and using theories of economics and social contracts and reputation develops a number of propositions regarding the suitability of the Internet as primary tool for organizing different classes of boycotts.