Title

Fanning the flames: Understanding viral content after brand transgressions

SMC Author

Kimberly Legocki

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

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