When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate

Eleonora Pantano*

*Corresponding author for this work

Research output: Contribution to journalArticle (Academic Journal)

Abstract

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).
Original languageEnglish
Pages (from-to)117-125
Number of pages9
JournalJournal of Business Research
Volume123
Early online date6 Oct 2020
DOIs
Publication statusE-pub ahead of print - 6 Oct 2020

Structured keywords

  • MGMT Marketing and Consumption

Keywords

  • social burst
  • information diffusion
  • brand management
  • luxury branding
  • brand hate
  • infodemic

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