Can negative buzz increase awareness and purchase intent?
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DOI: 10.1007/s11002-019-09501-y
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- Dana Turjeman & Fred M. Feinberg, 2024. "When the Data Are Out: Measuring Behavioral Changes Following a Data Breach," Marketing Science, INFORMS, vol. 43(2), pages 440-461, March.
- Spörl-Wang, Katja & Krause, Franziska & Henkel, Sven, 2025. "Predictors of social media influencer marketing effectiveness: A comprehensive literature review and meta-analysis," Journal of Business Research, Elsevier, vol. 186(C).
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Keywords
Negative earned media; Negative buzz; Brand attitudes; Purchase intent; VARX model;All these keywords.
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