[Solution]Consumer Behaviour essay task

Harvard style, 1200 +/- 10% words. Will be uploaded on turnitin, so 0% plagiarism is neede. It will be good if you use and reference…

Harvard style, 1200 +/- 10% words. Will be uploaded on turnitin, so 0%
plagiarism is neede. It will be good if you use and reference something from
key references. Please use tips from marking scheme for the better mark. 5-10
references.

Assignment brief:

Bloggers,
vloggers and influencers compete everyday with “secrets” and “advices” to
living a happy, healthy life. Their tools range from diet to wearable
technology to running exercises and much more. Brands are crucial partners in
this trend.

You are asked to research the AIO psychographic approach – activities,
interests, opinions – and to use it as a lens to critically analyse the fitness
lifestyle promoted online by bloggers and influencers.

First,
you will choose two blogs/vlogs about fitness and lifestyle (they have to be
influencers: over 100 000 followers on Instagram or on Youtube). You will have
to analyse which lifestyle they produce via their discourse, using the AIO
approach.

Second,
you will analyse how brands partner up with influencers. You will be critical
in assessing how they promote their products and how they use the AIO
information in doing so.

Assignment Guidelines:

For this assignment, you will need to write a
reliable, scientific essay. This means you must present a credible and
persuasive argument based on published academic research and practice. You
should have a precise research question (it should be clearly stated in the
introduction), develop an argument and answer the question.

It is acceptable – or even good – to have an
opinion of your own, but it must be
backed up by evidence. You should not make any subjective or unsupportable
claims in your essay (i.e. “I strongly believe that…”), and the objective
claims must be accompanied by citations.

Your essay must be in the Harvard style of
formatting and referencing; it must include a references section at the end.

Keep in mind to back your argument with
academic literature. Do not forget to structure you essay – introduction,
development and conclusion.

Marking
scheme:

Marking will be in accordance with the general IMS undergraduate
marking rubric:

Answer. (Does the coursework address the
question/issue or meet the assigned aims and keep on topic? Is there a
comprehensive understanding of the topic?)Structure. (Is the structure clear and material
presented in a well argued, coherent and synthesised manner?)Writing Style. (Is the writing fluent and of a
good standard with few errors in spelling, punctuation or grammar?)Level of Reading. (Is the topic well researched
and supported? Is there evidence of using a range of high quality sources?)Quality of Referencing. (Is the work
appropriately sourced? Are the references well formatted and written up
accurately and consistently?)

Key/suggested
references:

Solomon et
al. (2016) Chapter 6

Lisa E. Bolton, Americus
Reed, Kevin G. Volpp, Katrina Armstrong; How Does Drug and Supplement Marketing
Affect a Healthy Lifestyle?, Journal of Consumer Research,
Volume 34, Issue 5, 1 February 2008, Pages 713–726, https://doi.org/10.1086/521906

Wenbo Wang, Hean Tat Keh,
Lisa E. Bolton; Lay Theories of Medicine and a Healthy Lifestyle, Journal of Consumer Research, Volume 37, Issue 1, 1
June 2010, Pages 80–97, https://doi.org/10.1086/649772

Some useful links:

For a critical
stance: https://www.newyorker.com/magazine/2018/01/15/improving-ourselves-to-death
The post Consumer Behaviour essay task

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