Parguel, Béatrice; Lunardo, Renaud; Chebat, Jean-Charles - Université Paris-Dauphine (Paris IX) - 2010
First stage of research on the effects of anti-tobacco brand spoof ads on the consumer, this paper proposes an exploratory study of netnographic inspiration of the comments left on YouTube by individuals freshly exposed to anti-tobacco brand spoof ads. The results show that anti-tobacco brand...