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Keywords: Consumer boycotts
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2012) 26 (1): 20–26.
Published: 17 February 2012
...Paul Sergius Koku Purpose The purpose of this study is to examine the effectiveness of consumer boycotts, which have been launched by individuals using the internet, in inflicting economic harm on the targeted firms. Design/methodology/approach The paper uses the event study technique...
