Journal
JOURNAL OF BUSINESS RESEARCH
Volume 123, Issue -, Pages 117-125Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2020.09.049
Keywords
Social burst; Information diffusion; Brand management; Luxury branding; Brand hate; Infodemic
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This study examines the viral effects of a luxury marketing campaign using negative stereotypes on social media, revealing that negative consumer evaluations can lead to significant brand damage.
In early 2020, the World Health Organization (WHO) developed the term infodemic to describe the velocity at which data can be exchanged among people, in a free virtual space where firms have limited control over the information diffusion. In particular, the diffusion of information on social media has analogies with the transmission (contagion) of social phenomena and infectious diseases. The aim of this research is to model the viral effects of a luxury marketing campaign when adopting negative stereotypes to increase the market share in a growing market. The campaign generated 506,127 likes of celebrity endorsers/influencers and 17,984 comments spread worldwide in a relatively short period, producing a burst. Findings revealed the unexpected social burst occurred with negative consumers' evaluation, which has been amplified becoming dramatically damaging for the brand (brand hate).
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