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Impact of social media brand blunders on brand trust and brand liking
(Sage, 2023-07)
More companies are engaging with consumers in real-time on digital platforms, which may lead to accidental or unintentional sharing of messages. Accordingly, how to manage online brand crises has become an increasingly ...
Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success
(Elsevier, 2023-02)
With the rise of social media, companies are engaging in a new type of cause-related marketing classified as "You Share, We Donate" (YSWD) campaigns. YSWD campaigns encourage consumers to share the company's campaign ...
A lure or a turn-off: social media reactions to business model innovation announcements
(Springer, 2023-03)
How do people react to business model innovation (BMI) announcements on social media? Is the analysis of social media reactions to BMI announcements a fruitful method for assessing the potential and pitfalls of BMIs? This ...
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