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Consumer mischief as playful resistance to marketing in Twitter hashtag hijacking

Truong, H.‐B. (I.), Jesudoss, S. P. ORCID: and Molesworth, M. (2022) Consumer mischief as playful resistance to marketing in Twitter hashtag hijacking. Journal of Consumer Behaviour, 21 (4). pp. 828-841. ISSN 1479-1838

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To link to this item DOI: 10.1002/cb.2040


Abstract: While both brand advocacy and protest have long been theorised as key facets in consumers' behaviour, we submit that in the participatory culture of social media, where consumers are free to create and publish their own content, the mischievous play has also become an inevitable form of online culture that brands must deal with. Drawing from Caillois' sociology of play and the cultural power model, we explore how consumers may playfully hijack brands' User‐Generated‐Content (UGC) hashtag campaigns. Based on a non‐participatory netnography, we observed consumers' tweets to unpack their playfulness in responding to brands' marketing communication messages on Twitter and then theorised how consumers use mischief as a form of resistance against marketing practice rather than brands themselves.

Item Type:Article
Divisions:Henley Business School > Marketing and Reputation
ID Code:104039
Additional Information:** Article version: VoR ** From Wiley via Jisc Publications Router ** Licence for VoR version of this article: ** Journal IDs: issn 1472-0817; issn 1479-1838 ** Article IDs: publisher-id: cb2040 ** History: published 09-03-2022; accepted 30-01-2022; rev-recd 21-01-2022; submitted 03-07-2021


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