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 language | English |
|---|---|
| Pages (from-to) | 117-125 |
| Number of pages | 9 |
| Journal | Journal of Business Research |
| Volume | 123 |
| Early online date | 6 Oct 2020 |
| DOIs | |
| Publication status | Published - 1 Feb 2021 |
Bibliographical note
Publisher Copyright:© 2020
Research Groups and Themes
- MGMT Marketing and Consumption
Keywords
- social burst
- information diffusion
- brand management
- luxury branding
- brand hate
- infodemic
Access to Document
- Full-text PDF (author’s accepted manuscript)
This is the author accepted manuscript (AAM). The final published version (version of record) is available online via Elsevier at https://doi.org/10.1016/j.jbusres.2020.09.049. Please refer to any applicable terms of use of the publisher.