The Anatomy of Social Movements and How Can Brands Leverage Them
Social movements have been studied for a very long time and in great depth. Some scholars have spent their entire careers on the subject and have specialized on specific social movements that have occurred in the past. This work owes a lot to these luminaries, whose detail and debate have helped the analysis and shaped our point-of-view one way or the other. The attempt here is not to analyze or critique existing theories on the subject. This paper broadly focuses on understanding the concept of social movements and arriving at a conceptual construct of the phenomenon.