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 shari...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1575 |
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