Activationism: how tobacco marketers hacked global youth culture

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

Risultato della ricerca: Contributo in libroContributo a convegno

Abstract

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
Pagine1-7
Numero di pagine7
Stato di pubblicazionePubblicato - 2019
EventoConsumer Culture Theory Conference - Montreal
Durata: 17 lug 201920 lug 2019

Convegno

ConvegnoConsumer Culture Theory Conference
CittàMontreal
Periodo17/7/1920/7/19

Keywords

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

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