Brand Hate: causes, consequences and neutralization.
DOI:
https://doi.org/10.34630/tth.vi2.4692Keywords:
Brand hate, Ódio, Redes sociaisAbstract
Brand Hate is an emerging concept and the subject of analysis by several authors, which this article seeks to systematize, defining the concept, its origin and consequences as well as the strategies that can mitigate some of its effects.
Currently, posting some type of content on social media can lead to hateful comments that are clearly out of line with the content being posted. This topic is much more complex than just hateful comments, a phenomenon that in recent times seems to have worsened interaction on social networks, clearly noting an evolution of social networks towards something nefarious such as racist and xenophobic comments.
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