O1 Abstract
Earth is Flat : Scandalous Content on Social Media (2024)
Wahid, R., & Karjaluoto, H. (2024). Earth is Flat : Scandalous Content on Social Media. In S. Cross, & A. Saboo (Eds.), 2024 AMA Winter Academic Conference : Unlocking Our Potential (pp. 587-590). American Marketing Association. https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf
JYU authors or editors
Publication details
All authors or editors: Wahid, Risqo; Karjaluoto, Heikki
Parent publication: 2024 AMA Winter Academic Conference : Unlocking Our Potential
Parent publication editors: Cross, Samantha; Saboo, Alok
Place and date of conference: St. Pete Beach, Florida, 20.2., 23.-25.2.2024
eISBN: 978-0-87757-018-9
Publication year: 2024
Pages range: 587-590
Number of pages in the book: 1301
Publisher: American Marketing Association
Publication country: United States
Publication language: English
Persistent website address: https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf
Publication open access: Openly available
Publication channel open access: Open Access channel
Additional information: Extended Abstract
Abstract
This study investigates how scandalous content influences customer engagement intention, purchase intention, and brand trust.
Keywords: digital marketing; content production; brands; branding; social media; scandals; customer relationship
Free keywords: content marketing; social media; scandalous content; firm-generated content
Contributing organizations
Ministry reporting: Won't be reported
