Transmission of negative brand-relevant content on social media
Abstract
Purpose Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by building on existing anti-branding, brand hate and word-of-mouth literature to explore the factors that lead individuals to engage in the transmission of negative brand-relevant information via social media. Design/methodology/approach A two-phase exploratory...
Paper Details
Title
Transmission of negative brand-relevant content on social media
Published Date
Aug 24, 2021
Volume
31
Issue
4
Pages
671 - 687
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