Consumer mischief as playful resistance to marketing in Twitter hashtag hijacking

While both brand advocacy and protest have long been theorised as key facets in consumers' behaviour, we submit that the participatory culture of social media, where consumers are free to create publish their own content, mischievous play has also become an inevitable form online brands must deal with. Drawing from Caillois' sociology cultural power model, explore how may playfully hijack brands' User-Generated-Content (UGC) hashtag campaigns. Based on a non-participatory netnography, observed tweets unpack playfulness responding marketing communication messages Twitter then use mischief resistance against practice rather than themselves.