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

Mario D’Arco (), Vittoria Marino and Riccardo Resciniti
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Mario D’Arco: University of Salerno
Vittoria Marino: University of Salerno
Riccardo Resciniti: University of Sannio

A chapter in Advances in National Brand and Private Label Marketing, 2019, pp 181-189 from Springer

Abstract: 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.

Keywords: Brand management; Brand ideological incompatibility; Collaborative brand attacks; Consumer behaviour; Cross-cultural differences; Social media firestorms (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-18911-2_23

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DOI: 10.1007/978-3-030-18911-2_23

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