DIGITAL CULTURE OF THE REGULATED INDUSTRIES. FOCUS: TOBACCO SECTOR

Abstract

Today the world is connected more than ever before and expectation is ½ of the global population to be digitalized till 2020 year. This remarkable development of internet technologies defines the way people live, including our work experiences, shopping attitudes and entertainment modes. Internet has defined corporate culture, as well. By tracking development of past, dominant and emerging codes and in the search-reach of proper consumer, companies nowadays have adopted digital marketing and trade strategies as one of the efficient ways for doing business. But does digital marketing work for all industries? There are sectors like pharmacy, alcohol and tobacco that are regulated and subjected to control due to implied business specifics. This article aims to review the digital culture of the regulated industries. Particular concentration is given on tobacco – cigarette sector. The paper will show a content analysis of the internet environment, by reviewing pro-smoking and anti-smoking activities, players, communication channels, level of marketing and most of all, the narrative and discourse across social medias, official web sites of enterprise, institutions and etc.