Shhh... Don’t wake the activist group with your marketing! A qualitative study on activism efforts of non-governmental organisations in the tobacco industry
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 flexi
