Matches in SemOpenAlex for { <https://semopenalex.org/work/W4220803526> ?p ?o ?g. }
- W4220803526 endingPage "841" @default.
- W4220803526 startingPage "828" @default.
- W4220803526 abstract "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." @default.
- W4220803526 created "2022-04-03" @default.
- W4220803526 creator A5042436656 @default.
- W4220803526 creator A5073359109 @default.
- W4220803526 creator A5078975941 @default.
- W4220803526 date "2022-03-09" @default.
- W4220803526 modified "2023-10-16" @default.
- W4220803526 title "Consumer mischief as playful resistance to marketing in Twitter hashtag hijacking" @default.
- W4220803526 cites W1966026240 @default.
- W4220803526 cites W1966996295 @default.
- W4220803526 cites W1967306083 @default.
- W4220803526 cites W1976049889 @default.
- W4220803526 cites W1980576987 @default.
- W4220803526 cites W1986273642 @default.
- W4220803526 cites W1987364024 @default.
- W4220803526 cites W1990596918 @default.
- W4220803526 cites W2008132350 @default.
- W4220803526 cites W2020350127 @default.
- W4220803526 cites W2022211104 @default.
- W4220803526 cites W2030513666 @default.
- W4220803526 cites W2033161512 @default.
- W4220803526 cites W2033178508 @default.
- W4220803526 cites W2035728902 @default.
- W4220803526 cites W2037717014 @default.
- W4220803526 cites W2040017864 @default.
- W4220803526 cites W2046518762 @default.
- W4220803526 cites W2047333734 @default.
- W4220803526 cites W2054617004 @default.
- W4220803526 cites W2061513961 @default.
- W4220803526 cites W2097001057 @default.
- W4220803526 cites W2131928395 @default.
- W4220803526 cites W2132663861 @default.
- W4220803526 cites W2133085133 @default.
- W4220803526 cites W2135554906 @default.
- W4220803526 cites W2147028152 @default.
- W4220803526 cites W2160582385 @default.
- W4220803526 cites W2169760325 @default.
- W4220803526 cites W2179913085 @default.
- W4220803526 cites W2180761394 @default.
- W4220803526 cites W2266037183 @default.
- W4220803526 cites W2319122640 @default.
- W4220803526 cites W2345518366 @default.
- W4220803526 cites W2508599817 @default.
- W4220803526 cites W2527787026 @default.
- W4220803526 cites W2549532049 @default.
- W4220803526 cites W2583019995 @default.
- W4220803526 cites W2601223312 @default.
- W4220803526 cites W269787383 @default.
- W4220803526 cites W2804101943 @default.
- W4220803526 cites W2909407306 @default.
- W4220803526 cites W2909928817 @default.
- W4220803526 cites W2938407969 @default.
- W4220803526 cites W3081846296 @default.
- W4220803526 cites W3120794631 @default.
- W4220803526 cites W3122012141 @default.
- W4220803526 cites W3125487239 @default.
- W4220803526 cites W784357118 @default.
- W4220803526 doi "https://doi.org/10.1002/cb.2040" @default.
- W4220803526 hasPublicationYear "2022" @default.
- W4220803526 type Work @default.
- W4220803526 citedByCount "2" @default.
- W4220803526 countsByYear W42208035262023 @default.
- W4220803526 crossrefType "journal-article" @default.
- W4220803526 hasAuthorship W4220803526A5042436656 @default.
- W4220803526 hasAuthorship W4220803526A5073359109 @default.
- W4220803526 hasAuthorship W4220803526A5078975941 @default.
- W4220803526 hasBestOaLocation W42208035262 @default.
- W4220803526 hasConcept C112698675 @default.
- W4220803526 hasConcept C121332964 @default.
- W4220803526 hasConcept C136764020 @default.
- W4220803526 hasConcept C144024400 @default.
- W4220803526 hasConcept C144133560 @default.
- W4220803526 hasConcept C153206804 @default.
- W4220803526 hasConcept C163258240 @default.
- W4220803526 hasConcept C18903297 @default.
- W4220803526 hasConcept C203663800 @default.
- W4220803526 hasConcept C26517878 @default.
- W4220803526 hasConcept C2780729185 @default.
- W4220803526 hasConcept C29595303 @default.
- W4220803526 hasConcept C38652104 @default.
- W4220803526 hasConcept C41008148 @default.
- W4220803526 hasConcept C41458344 @default.
- W4220803526 hasConcept C518677369 @default.
- W4220803526 hasConcept C57473165 @default.
- W4220803526 hasConcept C62520636 @default.
- W4220803526 hasConcept C86803240 @default.
- W4220803526 hasConceptScore W4220803526C112698675 @default.
- W4220803526 hasConceptScore W4220803526C121332964 @default.
- W4220803526 hasConceptScore W4220803526C136764020 @default.
- W4220803526 hasConceptScore W4220803526C144024400 @default.
- W4220803526 hasConceptScore W4220803526C144133560 @default.
- W4220803526 hasConceptScore W4220803526C153206804 @default.
- W4220803526 hasConceptScore W4220803526C163258240 @default.
- W4220803526 hasConceptScore W4220803526C18903297 @default.
- W4220803526 hasConceptScore W4220803526C203663800 @default.
- W4220803526 hasConceptScore W4220803526C26517878 @default.
- W4220803526 hasConceptScore W4220803526C2780729185 @default.
- W4220803526 hasConceptScore W4220803526C29595303 @default.