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2019 | OriginalPaper | Buchkapitel

How to (Not) Survive a Social Media Firestorm: The Dolce & Gabbana’s Ad Debacle in China

verfasst von : Mario D’Arco, Vittoria Marino, Riccardo Resciniti

Erschienen in: Advances in National Brand and Private Label Marketing

Verlag: Springer International Publishing

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Abstract

The objective of this study is to explore the complex phenomenon of “social media firestorms”, because such crises can substantially affect brand reputation and the financial performance of the company owning the brand. Analysing the case of Dolce & Gabbana (D&G), we tested some extant theories concerning the antecedents of such form of collaborative brand attacks. Furthermore, focusing on brand management strategies in response to consumer attacks, we found out what brands should do, or not do, to survive a social media crisis.

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Titel: How to (Not) Survive a Social Media Firestorm: The Dolce & Gabbana’s Ad Debacle in China
verfasst von: Mario D’Arco
Vittoria Marino
Riccardo Resciniti
Verlag: Springer International Publishing
Buch: Advances in National Brand and Private Label Marketing
Print ISBN: 978-3-030-18910-5

Electronic ISBN: 978-3-030-18911-2

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-18911-2_23