When your supporters become your opponents: Exploring the unintended effects of parodies on social media engagement

Using parodies to mock politicians' personal flaws is a prevalent practice and represents an important threat to their brand image and reputation. However, the ability of parodies based on personal attacks to create positive social media engagement from the parodist's point of view is stil...

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Veröffentlicht in:	Psychology & marketing 2024-02, Vol.41 (2), p.254-275
Hauptverfasser:	Sabri, Ouidade, El Hana, Nadr, Abidi, Zineb, Martin, Silvia
Format:	Artikel
Sprache:	eng
Schlagworte:	Business administration Humanities and Social Sciences parody Psychological aspects Social criticism & satire social media engagement Social networks stigma controllability
Online-Zugang:	Volltext
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