Abu-Ghazaleh, Amir (2020) Sustainable Shock Advertisement – When Wicked Problems Need Disruptive Solutions. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
In times where consumers are behaving unsustainable and are overwhelmed by advertisements, sustainable companies face not only the duty to solve wicked sustainability problems, since they can be made accountable for consumer’s unsustainable behaviour. They are involved in a fight of gaining legitimacy and marketing their green products within an unsustainable and highly competitive playing field. The effectiveness of Shock Advertisement within the context of sustainable entrepreneurship shall be tested by a quasi-experiment. The results seem to be promising and depict Shock Advertising to be a radical marketing tool in order to gain legitimacy by delegitimizing competing unsustainable and greenwashing companies.
| Item Type: | Thesis (Master) |
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| Name supervisor: | Long, T.B. |
| Date Deposited: | 16 Jun 2020 14:39 |
| Last Modified: | 16 Jun 2020 14:39 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/35 |
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