作者：Chan, Tommy K. H.; Lee, Zach W. Y.; Pan, Meizhi; Sun, Ke
作者单位：University of Manchester; Alliance Manchester Business School; University of Leicester; Durham University; Ningbo University of Technology
摘要：Social media firestorms, characterized by the rapid spread of negative electronic word of mouth (eWOM), can ignite widespread criticism of a firm's brand transgressions, service failures, product-harm crises, or ideological conflicts. This study, grounded in the sociotechnical and social learning perspectives, examines the drivers and outcomes of social learning in ideologically charged firestorms, which represent an emerging form. We investigate the effects of social consensus and message per...
