Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case

Detalhes bibliográficos
Autor(a) principal: Marques, Maria Teresa de Sousa Santos Salvador
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/164193
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling Social Media Firestorms: How Backlash Impact Companies - The Balenciaga CaseSocial MediaOnline FirestormBacklashSentiment AnalysisBrand ReputationBalenciagaLuxury BrandSDG 8 - Decent work and economic growthDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsIn 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.António, Nuno Miguel da ConceiçãoRUNMarques, Maria Teresa de Sousa Santos Salvador2024-01-312027-01-31T00:00:00Z2024-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164193TID:203531256enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:51:13Zoai:run.unl.pt:10362/164193Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:00:05.045681Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case
title Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case
spellingShingle Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case
Marques, Maria Teresa de Sousa Santos Salvador
Social Media
Online Firestorm
Backlash
Sentiment Analysis
Brand Reputation
Balenciaga
Luxury Brand
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case
title_full Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case
title_fullStr Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case
title_full_unstemmed Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case
title_sort Social Media Firestorms: How Backlash Impact Companies - The Balenciaga Case
author Marques, Maria Teresa de Sousa Santos Salvador
author_facet Marques, Maria Teresa de Sousa Santos Salvador
author_role author
dc.contributor.none.fl_str_mv António, Nuno Miguel da Conceição
RUN
dc.contributor.author.fl_str_mv Marques, Maria Teresa de Sousa Santos Salvador
dc.subject.por.fl_str_mv Social Media
Online Firestorm
Backlash
Sentiment Analysis
Brand Reputation
Balenciaga
Luxury Brand
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Social Media
Online Firestorm
Backlash
Sentiment Analysis
Brand Reputation
Balenciaga
Luxury Brand
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-01-31
2024-01-31T00:00:00Z
2027-01-31T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/164193
TID:203531256
url http://hdl.handle.net/10362/164193
identifier_str_mv TID:203531256
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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