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Keywords: Negative brand engagement
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (5): 787–814.
Published: 08 February 2024
...Xinyu Dong; Cleopatra Veloutsou; Anna Morgan-Thomas Purpose Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is potentially more impactful or detrimental to brands than its...
Includes: Supplementary data
