Negative Publicity: Does it exist and what factors affect how people process it in online environments?
There is no such thing as bad publicity… or is there? While it is convenient to think of publicity as something that is perceived similarly by all regardless of its nature, common sense suggests that it is not that simple. What determines how customers respond to negative publicity in the digital age and, ultimately, the impact that it has within the marketplace? Much research has been conducted into this area, and this paper presents a broad summary to provide brand custodians...