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 "Service content"
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Fanning the flames: understanding viral content after brand transgressions.

Publication Type:Academic Journal

Source(s):Journal of Consumer Marketing. 2022, Vol. 39 Issue 5, p460-474. 15p.

Abstract:Purpose: This paper aims to contribute to the emerging body of research on firestorms, specifically on the inflammatory user-generated content (UGC) created in response to brand transgressions. By analyzing and segmenting UGC created and shared in the ...

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