該論文為學術文獻、探討千禧世代對於爭議性行銷的態度以及態度對於線上行為與企業形象的影響。論文主旨為探討千禧世代是否能因為在廣告中的品牌道德規範，而拒絕一個品牌或產品。此論文適用於市場行銷、從事廣告業者與廣告研究人員。
本篇論文在行銷與廣告領域中，分析現代社會中口耳相傳與社交媒體的作用。探討網路紅人與明星對千禧世代線上行為造成的影響。
本篇包括初級研究與次級研究。初級研究使用焦點團體訪談法，由千禧世代的代表中訪問取得第一手資料。另外，也執行虛擬焦點團體，團體由三個千禧世代的代表組成。本研究有各種文獻資料證實，加以重申焦點小組提出的論點。研究發現千禧世代關注於社會問題，影響他們的線上行為與對企業形象的看法。研究指出大多數的人不希望與忽視廣告道德規範的品牌有所關係。此外，具爭議性的廣告依據廣告標準局嚴格檢查。
關鍵字：廣告、企業形象、倫理、行銷、千禧世代、社會問題

This paper is a review of academic research literature and primary research in regard to the attitudes of the Millennial generation towards controversial marketing, and the impact of their attitudes on their online behavior and their perception of corporate image. This paper is aiming to find whether the Millennial generation can influence one another via online platforms to reject a brand or a product due to the brands ethical practices in advertising. This paper is applicable to marketing and advertising researchers and practitioners.
The dissertation analyses the field of marketing and advertising, as well as the role of virality, word of mouth and social media in the current society. It looks at the role of social media influencers and celebrities and their influence on the online behavior of the Millennial Generation.
The study consisted of primary and secondary research. The primary research involved the use of focus group meetings in order to acquire first-hand opinions from the representatives of the Millennial Generation. Virtual focus groups were conducted, with each consisting of three individuals representative of the Millennial Generation. The research has then been supported by a variety of documentary sources, to reiterate arguments raised by the focus groups. The findings show that the Millennial generation is focused on social issues, and that this has an impact on their online behavior and their perception of corporate image. It shows that individuals prefer not to be associated with brands that go against what they believe in via negligent advertising practice. Furthermore, the role of the Advertising Standards Authority was analyzed in the light of controversial advertisements.

Thesis Verification Letter i
Acknowledgements ii
Keyword ii
摘要 iii
Abstract iv
Introduction 1
Research Problem 2
Research Objectives 2
Literature Review 3
Marketing 3
Advertising 4
Ethical judgement of advertising 5
Online conversations 5
Word of mouth and social connectivity 7
Celebrity endorsements and social media influencers 8
The negative impact of advertising and the role of controversy 10
Corporate reputation 12
Millennials 14
Sex Sells 15
Methodology 17
Research Rationalization 17
Primary Research 17
Participants and procedures 17
Design 18
Research ethics 19
Conduct of Focus group 19
Secondary Research 20
Findings 21
Focus Group Findings 21
Corporate image 21
Social issues 22
Social Media 23
Focus Group Case Study Opinions 24
Case Study 1: Dove Controversial Campaigns 24
Discussion 25
Case Study 2: H&M Advert: ‘coolest monkey in the jungle’ 26
Discussion 28
KIMONO 29
Focus Group Conclusion 29
Regulatory perspectives 30
Recommendations 32
Limitations of the study 33
Conclusion 33
Bibliography 35
Appendix 44
Figure 1: G-Eazy Instagram Post 44
Figure 2: The Weeknd Instagram Post 45
Figure 3: Mayor Letter 46
Figure 4: Participant Information Sheet 47

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