Phys .org: Even loyal customers distance themselves after socially unacceptable mentions of the brand on social media
Phys.org: Even loyal customers distance themselves after socially unacceptable mentions of the brand on social media. “The study finds that when consumers observe socially unacceptable brand mentions, such as profanity-laden tweets, they become motivated to distance themselves from the brand. This motivation to distance manifests on social media in heightened disengagement intentions (i.e., a desire to reduce posting) and even unfollowing the brand on social media.”