In today’s internet age, many companies have started to allocate more budget to their advertisements on the internet by using this power. With the increasing power of social media and the internet world, brands have almost entered into a social media war.
While these efforts of brands have positive results in some cases, they can create an adverse reaction in some cases. The researchers shared their analysis of when these actions of brands turn into a backlash and how they affect brand values.
Moral values and social irresponsibility greatly influence brand values
A group of researchers from Shahid Ashrafi Esfahani University in Isfahan, a product of social media users researched the issues that they paid attention to before buying and the ways that brands should follow in their sales policies. When brands release a new product, there can be many positive or negative reasons for it to go viral. There may be many reasons for the decrease or increase in sales of the product by word of mouth on the internet. In the past, most of the brands acted with the idea that “Ads are not good or bad”, but today this is not the case.
In today’s internet age, it is a fact that many consumers are ‘brand obsessed’. However, with the power of social media, these brands can also be victims of a big lynching campaign in some cases. According to research, social irresponsibility and attitudes contrary to moral values are among the biggest reasons for the disparagement of brands. Advertising campaigns or materials used by brands that may have a negative impact on society are at the forefront of these negativities. At the same time, attitudes contrary to the ethical and moral values of the consumer can have negative effects on brand values. For this reason, researchers state that brands should set aside behaviors aimed at making profit and act in accordance with moral and ethical rules.
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