Big Tobacco shifts to using social media as shortcut to hook a new generation of smokers
By Robert Kozinets, University of Southern California, Annenberg School for Communication and Journalism Big Tobacco is increasingly using social media to find new ways to hook young people on smoking, circumventing decades of laws restricting the marketing of traditional cigarettes to minors. In major cities around the world, tobacco companies have been holding extravagant events that were designed to connect with young people. Often featuring alcohol, live music, and attractive hosts, these lavish events spare no expense as they seek find new buyers for their tobacco products. The problem? Those party-goers are carefully targeted young influencers, who are encouraged...
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