Brands have become the target of online collaborative attacks performed by networked
consumers who share negative brand content, leading to the so-called online firestorms …

Purpose This study aims to examine personal factors that drive the initiation of an online
firestorm, an online collaborative attack against a brand that usually occurs when a brand …

Purpose Adopting an exploratory approach, this paper aims to focus on the potential
negative consequences that online firestorms (OFs) might have on consumer–brand …

In our connected world, nearly every internet user is using Social Networks. Many
companies want to benefit from everybody's commitment in Social Networks by connecting …

Companies face a considerable number of online complaints on social media, with some
escalating into major virality (online firestorms). Given the risks associated with reputation …

Purpose Social media empower individuals to voice their opinions about issues that they
perceive to be unacceptable. When many others add their opinions and large quantities of …

This paper aims to discuss the antecedents and consequences of cancel culture and assess
if brands can gain the forgiveness of consumers and mitigate the damages of social media …

This study provides evidence of how marketers should respond to a sudden discharge of
negative word-of-mouth (nWOM) communication that spreads rapidly across social media …

Brands, celebrities, or politicians are increasingly facing enormous online outrages in
response to moral misconducts. These online firestorms are characterized by high message …

Social media are, on the one hand, a highly beneficial environment for word-of-mouth
(WOM) propagation of new ideas and products, and this has increasingly made them a focus …