Online outrage can benefit brands that take stances on social issues
(Version anglaise seulement)
par Saeid Kermani, Assistant Professor of Marketing, Trent University
Peter Darke, Professor of Marketing, York University, Canada
Theo Noseworthy, Professor of Marketing, York University, Canada
Brands are increasingly taking stances on contentious social issues and facing mass outrage on social media. New research shows that this outrage can benefit brands.
Lire l'article complet
© La Conversation
-
mardi 15 août 2023
