Table of Contents
1. Relevance: Connecting with Consumers: Generation Y and Z Inspired by K-Pop
2. Reconstruction: Ideological Consumer Engagement: Vegan Extremism and BrewDog Revolution
3. Reassurance: Consumer Nostalgia and Never Growing Up: Otaku, Pokémon, Lego and Hikikomori
4. Reinvention: Evolving Consumer Identities: Observing RuPaul’s Drag Race Fans and Reading Taylor Swift’s Lyrics
5. Reputation: Building and Breaking Brands Off and Online: Halo Top, Angelababy and Fan BingBing
6. Refraction: Alternative Realities and Marketing Fairy Tales: Myths around Dropshipping, Meerkats and Backpackers
7. Renown: Consumers at the Centre of Attention: Tourists as Celebrities and Narcissism Normalisation
8. Rebalancing: Producing as Well as Consuming: The Success of Homemade Spread Versus the Failure of Juicero
9. Re-evaluating: Marketing amidst Shit Life Syndrome: OxyContin, and Iron Challenges
10. Reviving: Bringing Marketing Back: Inspired by Sex Toys, Slave Free Sugar and Marks & Spencer