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, R. C.;Biraghi, S.;
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.
2021
Inglese
Annual Conference of the Association of Consumer Research
Annual Conference of the ACR (Association of Consumer Research)
Seattle (USA)
Working paper
28-ott-2021
31-ott-2021
Association of Consumer Research
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]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/190633
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