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From Shock to Share: Analyzing the Effects of Provocative Marketing Campaigns on Social Media

Kottink, Liz J.M. (2024) From Shock to Share: Analyzing the Effects of Provocative Marketing Campaigns on Social Media.

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Abstract:This study investigates the impact of provocative marketing campaigns by profit-driven companies on users of the social media platform X (formerly Twitter), aiming to understand how such campaigns, characterized by shocking or controversial content, influence consumer emotions, brand perceptions, and engagement, while evaluating the potential risks and rewards associated with these strategies.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 18 languages and literature, 70 social sciences in general
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/104045
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