Purpose This review aims to synthesize the brand hate literature and suggest directions for
future research on brand hate. Design/methodology/approach This study adopted an …

Customers voice their negative brand experiences to their family and friends in the form of
negative word‐of‐mouth (NWOM). Web 2.0 enables the sharing of NWOM in electronic …

Purpose A firestorm is a vast wave of negative information about a brand that disseminates
quickly online. Their relative unpredictability represents a particularly challenging problem …

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 …

This research explores the potential of non-negative consumer messages to counteract
negativity in social media firestorms through emotional contagion. 1,186 tweets were …

Purpose Considering the ongoing discourse on diversity, equity and inclusion, brands aim to
develop marketing campaigns that demonstrate respect for all individuals. Despite these …

Customers, constantly in search of hedonic wellbeing, are increasingly interacting with
brands on digital platforms. While doing so, negative digital experiences often reduce their …

Consumers are increasingly taking up activism to modify, or at the very least, penalize a
company's contentious behavior. This paper presents a systematic literature review of 404 …

A high degree of competitiveness exists between brands within many industries, both pre-
and post-Covid-19. The retail industry in South Africa is characterised by fierce competitive …

This dissertation is a multi-essay collection that aims to develop an in-depth
conceptualization of recent cultural phenomenon, fueled by widespread use of social media …