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.
Gambetti, R. C., Biraghi, S., Kozinets, R. V., Branding beyond product: the strange case of anti-surveillance camouflage, Working paper, in Annual Conference of the Association of Consumer Research, (Seattle (USA), 28-31 October 2021), Association of Consumer Research, Seattle (USA) 2021: 1-12 [http://hdl.handle.net/10807/190633]
Branding beyond product: the strange case of anti-surveillance camouflage
Gambetti, Rossella Chiara;Biraghi, Silvia;
2021
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.
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