Shhh... Don’t wake the activist group with your marketing! A qualitative study on activism efforts of non-governmental organisations in the tobacco industry
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Thesis purpose: The purpose of this study is to comprehensively explore and analyse how a Non Governmental organisation (NGO), in this case A Non Smoking Generation (ANSG), engages in the debate on tobacco brand marketing and what strategies they use to influence public perception and policy.
Methodology: A qualitative research approach was employed, utilising an abductive strategy to allow flexibility in theoretical framework adjustments based on empirical findings. The research was conducted through a case study design with document analysis guided by Ethnographic Content Analysis (ECA).
Conclusion: Findings indicate that ANSG employs explicit criticism, framing techniques and anti-branding strategies to shape perceptions of the... (More) - Thesis purpose: The purpose of this study is to comprehensively explore and analyse how a Non Governmental organisation (NGO), in this case A Non Smoking Generation (ANSG), engages in the debate on tobacco brand marketing and what strategies they use to influence public perception and policy.
Methodology: A qualitative research approach was employed, utilising an abductive strategy to allow flexibility in theoretical framework adjustments based on empirical findings. The research was conducted through a case study design with document analysis guided by Ethnographic Content Analysis (ECA).
Conclusion: Findings indicate that ANSG employs explicit criticism, framing techniques and anti-branding strategies to shape perceptions of the tobacco industry and advocate for stricter regulations. The study highlights the significant role of strategic framing in advocacy as well as the NGO’s engagement in discussions of brand image, public discourse and marketing ethics.
Theoretical Contribution: This study extends marketing theory and social movement research by illustrating how NGO advocacy influences brand perception, challenges unethical marketing and promotes social change. It emphasises the use of framing strategies on organisational outcomes and contributes to the discourse on culture jamming and anti-branding tactics.
Managerial Implications: This research elucidates the role of NGOs, exemplified by ANSG, in contesting tobacco marketing and advancing public health concerns. These insights hold significance for policymakers and industry stakeholders, informing the formulation of robust regulations and ethical marketing frameworks. The findings underscore the imperativeness for companies to engage proactively with activists and adhere to ethical marketing standards to mitigate reputational risks and regulatory challenges. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9168897
- author
- Biller, Cornelia LU and Lans Larsson, Alice LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- NGOs, Activism, CSR, Micro & Macro Framing, Anti-branding, Tobacco Industry
- language
- English
- id
- 9168897
- date added to LUP
- 2024-06-28 11:40:29
- date last changed
- 2024-06-28 11:40:29
@misc{9168897,
abstract = {{Thesis purpose: The purpose of this study is to comprehensively explore and analyse how a Non Governmental organisation (NGO), in this case A Non Smoking Generation (ANSG), engages in the debate on tobacco brand marketing and what strategies they use to influence public perception and policy.
Methodology: A qualitative research approach was employed, utilising an abductive strategy to allow flexibility in theoretical framework adjustments based on empirical findings. The research was conducted through a case study design with document analysis guided by Ethnographic Content Analysis (ECA).
Conclusion: Findings indicate that ANSG employs explicit criticism, framing techniques and anti-branding strategies to shape perceptions of the tobacco industry and advocate for stricter regulations. The study highlights the significant role of strategic framing in advocacy as well as the NGO’s engagement in discussions of brand image, public discourse and marketing ethics.
Theoretical Contribution: This study extends marketing theory and social movement research by illustrating how NGO advocacy influences brand perception, challenges unethical marketing and promotes social change. It emphasises the use of framing strategies on organisational outcomes and contributes to the discourse on culture jamming and anti-branding tactics.
Managerial Implications: This research elucidates the role of NGOs, exemplified by ANSG, in contesting tobacco marketing and advancing public health concerns. These insights hold significance for policymakers and industry stakeholders, informing the formulation of robust regulations and ethical marketing frameworks. The findings underscore the imperativeness for companies to engage proactively with activists and adhere to ethical marketing standards to mitigate reputational risks and regulatory challenges.}},
author = {{Biller, Cornelia and Lans Larsson, Alice}},
language = {{eng}},
note = {{Student Paper}},
title = {{Shhh... Don’t wake the activist group with your marketing! A qualitative study on activism efforts of non-governmental organisations in the tobacco industry}},
year = {{2024}},
}