RESPONSE STRATEGIES TO MAINTAIN EMOTIONAL RESONANT BRAND REPUTATIONS WHEN TARGETED BY USER-GENERATED BRAND PARODIES

Response strategies to maintain emotional resonant brand reputations when targeted by user-generated brand parodies

Mostly satirising top-of-mind brands, user-generated parody accounts are a phenomenon mostly associated with Twitter.As an emerging trend in South Africa, parody accounts using cleverlywritten satire attract a large and loyal following as social media communities enjoy the shared pleasure of sharing funny content and the intense positive emotions f

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