Has Social Networking Pushed Forward Consumer Empowerment? Examining “Let it Rust!” Facebook Campaign in Egypt

Published: 1 February 2021| Version 1 | DOI: 10.17632/dd5dfbyt9j.1


This data set is a part of a research study addressing consumer empowerment in Egypt. The study examines a Facebook campaign/group called "Let it Rust" that has been established in response to the increase in car prices in order to boycott cars. The study uses Denegri-Knott's (2006) consumer power strategies to understand the posts used on "Let it Rust" Facebook group from the beginning of February 2019 to the end of April 2019 to answer several research questions revolving around how the issue of consumer empowerment is presented on the group, the most used consumer power strategy by the administrators of the campaign, the relationship between the applied consumer power strategy and the interactivity’s nature with the published post (participation, comments and interaction), and finally which appeals and methods of persuasion were used on the group. This was conducted using content analysis. A questionnaire was also distributed over a sample of 115 respondents, above the age of 20, using a 5-point Likert scale for the following reasons: (1) Test their attitudes towards Denegri-Knott’s consumer power strategies. (2) To measure their beliefs in the power of social media. (3) To know why the respondents perceive the campaign to be successful. The current data set consists of 9 tables; 8 of which containing the data extracted via content analysis, and 1 table containing the most important data resulting from the questionnaire distribution which are Respondents’ Attitudes towards Consumer Power Strategies.



Marketing, Social Media, Consumer, Empowerment