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Ignorance hurts but silence kills: Can Social Media address Taboos to achieve Sustainable Health and Hygiene?

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  • Ekta Srivastava

    (Indian Institute of Management Kozhikode)

Abstract

This exploratory research studies the relationship between social taboos and sustainability (particularly sustainable health and hygiene), and evaluate the role of social media. It uses social contagion effect and theory of reasoned action to explain the adoption of sustainable health and hygiene product related to taboo subject and promoted through social media. Mixed method approach is suggested with in-depth interviews, netnography and experimental research.Length: 3 pages

Suggested Citation

  • Ekta Srivastava, 2021. "Ignorance hurts but silence kills: Can Social Media address Taboos to achieve Sustainable Health and Hygiene?," Working papers 454, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:454
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