Consumer Behaviour
Investigative Essay
Weighting: 35%
The essay topic is as follows:
“ The social media generation is demanding. But it’s a myth that brands are unable to communicate with them. We’ve got to work harder to communicate and if there is value in the exchange, they will engage.” Discuss this statement from a theoretical perspective and support your discussion using real world examples from the articles that you select.
This is an assessment based on scholarly research (e.g., journal articles (peer reviewed or otherwise), scholarly book chapters, research monographs, research handbooks etc), theory and critical evaluation, analysis and synthesis (not mere description). You must support your answer with a minimum of 6 scholarly articles (can be peer reviewed or otherwise). Your answer should follow the rule of thumb of 80% theory from the scholarly sources you review, and 20% real world example application taken from the scholarly sources you review.
The essays upper word limit is 2,000 words. There is no minimum word limit. The upper word limit is strict. NB. The word limit does not include; title page/cover page, sub-headings, reference list (Note – it does include in-text citations), or the appendix. You may include commentary on brand examples, but these examples must originate from within the specific scholarly articles you have cited in your essay (i.e. not from personal experience, or from popular non scholarly press eg. magazines, newspapers, websites etc).
Notes:
- A minimum of 6 scholarly articles. Penalty of 5/35 marks applied if this criteria is not met.
- Full Harvard author-date referencing is required (in-text citations, and reference list). Penalty 3/35 marks applied if this criteria is not met.
- Excess words beyond the 2, 000 strict word limit will not be read or marked.
You may use the references from your Guided Mini Essay.
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