Reputational damage on Twitter #hijack: Factors, dynamics, and response strategies for crowdsourced campaigns

Global social media use has increased exponentially. An earlier projection predicted that by 2016, the number of global social media users is expected to hit 2.13 billion, up from 1.4 billion users in 2012 (Statista, n.d.). Organizations have jumped on the social media bandwagon and leveraged social media platforms as a key communication and marketing tool to reach out to their key stakeholders, whether to share information about their existing and upcoming products and services, or cultivate relationships (Shin, Pang & Kim, 2015). In a survey conducted among senior executives from the United States, the use of social media is