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

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.