Branding beyond product: the strange case of anti-surveillance camouflage

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Tobacco marketers have long promoted smoking as desirable. In this netnographic study, we adopt the lenses of a contemporary form of consumer resistance termed “anti-surveillance camouflage” to uncover how tobacco companies have evolved social media branding practices to target consumers to circumvent restrictive laws, bans, and surveillance.
Original languageEnglish
Title of host publicationAnnual Conference of the Association of Consumer Research
Pages1-12
Number of pages12
Publication statusPublished - 2021
EventAnnual Conference of the ACR (Association of Consumer Research) - Seattle (USA)
Duration: 28 Oct 202131 Oct 2021

Conference

ConferenceAnnual Conference of the ACR (Association of Consumer Research)
CitySeattle (USA)
Period28/10/2131/10/21

Keywords

  • surveillance
  • tobacco branding
  • camouflage

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