A new Journal of Marketing study shows that even the most loyal customers may distance themselves from a brand if they notice socially unacceptable brand mentions from other social media users.

Read an in-depth recap of this research here: https://www.ama.org/2023/06/20/brands-beware-even-loyal-customers-may-disengage-after-seeing-socially-unacceptable-brand-mentions-on-social-media/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231179942

Reference: Daniel Villanova and Ted Matherly, “For Shame! Socially Unacceptable Brand Mentions on Social Media Motivate Consumer Disengagement,” Journal of Marketing.

Narrator: Elizabeth Ann Sismour

Acknowledgments: Sushma Kambagowni

Topics: social media, consumer behavior, vicarious shame, disengagement, brand connection

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM