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• W2955266486 startingPage "1100" @default.
• W2955266486 abstract "Leading research on social media firestorms typically advises managers to quickly quell the backlash by appeasing brand critics. Drawing on crisis communications and branding research, we offer a radically different perspective and argue that brands can benefit from fighting back online. Through a netnography of a moral-based firestorm, we contribute to the marketing and crisis communications literatures by identifying the escalation strategy as a way to build brand value; explaining how brands can activate supporters; and providing guidance on how to assess these morally steeped events. We advance branding research by identifying how managers can provoke consumer-generated brand stories; and uncovering the hidden benefits of negative consumer voices. Finally, we outline a new perspective on how brands are dialogically constructed through a process we call ‘flyting’." @default.
• W2955266486 created "2019-07-12" @default.
• W2955266486 creator A5011320516 @default.
• W2955266486 creator A5028885873 @default.
• W2955266486 date "2019-06-24" @default.
• W2955266486 modified "2023-10-16" @default.
• W2955266486 title "Branding in the age of social media firestorms: how to create brand value by fighting back online" @default.
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• W2955266486 doi "https://doi.org/10.1080/0267257x.2019.1620839" @default.
• W2955266486 hasPublicationYear "2019" @default.
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