Consumer mischief as playful resistance to marketing in Twitter hashtag hijacking

Keyphrases

• Hijacking 100%
• Twitter Hashtags 100%
• Mischief 100%
• Social Media 50%
• Consumer Behaviour 50%
• Hijack 50%
• Marketing Practices 50%
• Brand Marketing 50%
• Marketing Communication 50%
• User-generated Content 50%
• Twitter 50%
• Playfulness 50%
• Tweets 50%
• Internet Culture 50%
• Power Model 50%
• Consumer Use 50%
• Participatory Culture 50%
• Netnography 50%
• Cultural Power 50%
• Hashtag Campaigns 50%
• Communication Messages 50%
• Brand Advocacy 50%
• Caillois 50%

Social Sciences

• Advocacy 100%
• Consumer Behavior 100%
• Sociology 100%
• Marketing Communication 100%
• Netnography 100%