Activationism: how tobacco marketers hacked global youth culture

Rv Kozinets*, Rossella Chiara Gambetti*, M Suarez, T. Dewhirst, U. Gretzel, C. Renzulli

*Autore corrispondente per questo lavoro

Risultato della ricerca: Contributo in libroContributo a convegno


Expanding on long-term, in-depth research carried out in partnership with the non-profit organization, Campaign for Tobacco Free Kids (CTFK), we conducted a 10-country netnography concerning the use of branded events and social media to market tobacco brands to young people. Our study revealed how youth culture and activist discourse are subverted and transformed through an interlinked series of events, training sessions, sponsorships, branding moves, and recruitments. To distinguish this new form of marketing from activism, we term it “activationism.” Alongside offering an initial definition of the term, this paper broadly outlines some of its contours, theoretical connections, and implications.
Lingua originaleEnglish
Titolo della pubblicazione ospiteConsumer Culture Theory Conference 2019: The Future is Loading
Numero di pagine7
Stato di pubblicazionePubblicato - 2019
EventoConsumer Culture Theory Conference - Montreal
Durata: 17 lug 201920 lug 2019


ConvegnoConsumer Culture Theory Conference


  • Brand activation
  • Consumer activism
  • culture jamming
  • netnography
  • social media
  • tobacco industry
  • youth culture hacking


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