Fanning the flames: Understanding viral content after brand transgressions

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	Journal of Consumer Marketing
DOIs	https://doi.org/10.1108/JCM-02-2021-4473
State	Published - Jan 1 2022

Disciplines

@article{35894a3a846248588453d7bbc326eaed,

title = "Fanning the flames: Understanding viral content after brand transgressions",

author = "Kimberly Legocki and Walker, \{Kristen L.\} and Meike Eilert",

year = "2022",

month = jan,

day = "1",

doi = "10.1108/JCM-02-2021-4473",

language = "American English",

journal = "Journal of Consumer Marketing",

}

TY - JOUR

T1 - Fanning the flames: Understanding viral content after brand transgressions

AU - Legocki, Kimberly

AU - Walker, Kristen L.

AU - Eilert, Meike

PY - 2022/1/1

Y1 - 2022/1/1

UR - https://digitalcommons.stmarys-ca.edu/school-economics-business-faculty-works/1297

UR - https://doi.org/10.1108/JCM-02-2021-4473

U2 - 10.1108/JCM-02-2021-4473

DO - 10.1108/JCM-02-2021-4473

M3 - Article

JO - Journal of Consumer Marketing

JF - Journal of Consumer Marketing

ER -