Fanning the flames: Understanding viral content after brand transgressions
SMC Affiliated Work
1
Status
Faculty
School
School of Economics and Business Administration
Department
Marketing and Communications
Document Type
Article
Publication Date
2022
Publication / Conference / Sponsorship
Journal of Consumer Marketing
Peer Reviewed
1
DOI
10.1108/JCM-02-2021-4473
Disciplines
Business | Economics | Marketing
Original Citation
Legocki, K.V., Walker, K.L. & Eilert, M. (2022). Fanning the flames: Understanding viral content after brand transgressions. Journal of Consumer Marketing. https://doi.org/10.1108/JCM-02-2021-4473
Repository Citation
Legocki, Kimberly; Walker, Kristen L.; and Eilert, Meike. Fanning the flames: Understanding viral content after brand transgressions (2022). Journal of Consumer Marketing. 10.1108/JCM-02-2021-4473 [article]. https://digitalcommons.stmarys-ca.edu/school-economics-business-faculty-works/1297
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