The objective of this study is to explore the complex phenomenon of “social media firestorms”, because such crises can substantially affect brand reputation and the financial performance of the company owning the brand. Analysing the case of Dolce & Gabbana (D&G), we tested some extant theories concerning the antecedents of such form of collaborative brand attacks. Furthermore, focusing on brand management strategies in response to consumer attacks, we found out what brands should do, or not do, to survive a social media crisis.

How to (Not) Survive a Social Media Firestorm: The Dolce & Gabbana’s Ad Debacle in China

D’Arco, Mario
;
Marino, Vittoria;Resciniti, Riccardo
2019-01-01

Abstract

The objective of this study is to explore the complex phenomenon of “social media firestorms”, because such crises can substantially affect brand reputation and the financial performance of the company owning the brand. Analysing the case of Dolce & Gabbana (D&G), we tested some extant theories concerning the antecedents of such form of collaborative brand attacks. Furthermore, focusing on brand management strategies in response to consumer attacks, we found out what brands should do, or not do, to survive a social media crisis.
2019
978-3-030-18910-5
978-3-030-18911-2
Brand management Brand ideological incompatibility Collaborative brand attacks Consumer behaviour Cross-cultural differences Social media firestorms
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.12070/43966
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