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Keywords: Backlash
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Journal Articles
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (6): 1199–1219.
Published: 26 February 2025
... campaigns that received backlash were studied, involving data from 76,242 tweets. Findings This investigation revealed that organizations could still achieve financial gains despite experiencing backlash. The duration of an online firestorm typically ranged between three to six days. Also, a positive...
