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Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case
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Orientador(es)
Resumo(s)
In the context of a mishandled advertising campaign, a problem arises as it sparks an online firestorm, leading to a consequential backlash for the company that promoted the campaign. This necessitates understanding on its repercussions and their impact, not only on public opinion, but also on the company’s financial performance - a facet that remains underexplored in existing literature. As questionable corporate actions reveal significant consequences, this aligns with the primary objective of this study: comprehending the ramifications of a backlash on a company. So, utilizing the Balenciaga November 2022 campaign scandal as a case study, chosen for its clear adherence to the firestorm criteria, this research delves into the broader implications of online firestorms on companies. The focus is on their effects on both Balenciaga and its holding company, Kering Group. This research employs Brandwatch for social media sentiment analysis and integrates public financial reports from the Kering Group. The findings illuminate an immediate negative impact not only on brand perception, but also on revenue results. In the longer term, while not conclusive, they indicate a decline in general user interest over time, corresponding with a reduction in the company's revenue. While sentiments, emotions, and user engagement may fade in the short term, so too potentially does brand interest and purchasing intent. This underscores the need for businesses to delve further into these matters, emphasizing the enduring consequences of online firestorms on both brand perception and financial outcomes.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Social Media Online Firestorm Backlash Sentiment Analysis Brand Reputation Balenciaga Luxury Brand SDG 8 - Decent work and economic growth