Know-How Exchange : Social Media

I'd start with Google Trends (https://www.google.com/trends/explore#q=natural%20hair) - it'll show you where in the world (and when) the keywords were used. Then I'd approach using the terms "natural hair movement" (https://www.google.com/search?q=natural+hair+movement+social+media") to see when the terminology was coined/referenced and follow the links back to original sources.

I think there is plenty of information on your topic available through basic search engine queries and searches on social media (Facebook, Twitter, etc) the hardest part of your literature review is going to be sorting through all the information to find the what is most relevant. There are plenty of relevant post I have found myself on social media where people has chosen to go natural with their hair and are challenging their followers to do the same this certainly supports your stance that the natural movement has caused a decrease in relaxer sales. I think the key to finishing you project is going to be diligence and an eye for detail. Please feel free to contact me directly if you need help narrowing down the sources

A Google search for the term "social media on the natural hair movement" gives 2,860,000 pages of results. Consider asking 3 to 7 questions about the platform and the impact on the subject and use content curation to locate sources. Then, create your own original content from the sources you find.

Let's start from the other side for a moment. Because most of the companies selling hair products do so using fairly standard advertising practices. In other words, they're either "faster, cheaper or bigger" - the faster element here being shinier/softer hair. This highly unoriginal approach has led to bitter price wars, and attempts to make better products by stuffing yet more chemicals into them.

The problem being that many of these chemicals are toxins or worse, carcinogens. This is an element they aren't so happy to broadcast ... and even Weleda products (once the purest cosmetics on the planet) use them.

The problem is that because the thing you're looking at is something that's grown organically, from the roots upwards, nobody was taking any notice of it. Nobody was taking notes. Then someone mentioned that there was a warehouse full of unsold shampoo ... and they realized that their sales had plummeted ...

That's my take on it anyway - the point is that with a social phenomenon of this kind it's results aren't being tracked with the mendacity of a Moriarty. My other thought is to find out who the persistent people are who have been involved in these campaigns - and simply ask them for their side of the story. It will be more anecdotal, it will be quotable. They might even have some detailed records of their activities.