When Controversy Pays Off: Conditions for the Strategic Use of Controversy in Digital Marketing

Studies in systems, decision and control 2026 Book chapter

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Authors: Miguel Cachulo Pereira, Sara Santos

DOI: 10.1007/978-3-032-13119-5_19

Cited by: 1

References: 15

Fields of Study & Subjects

Management and Marketing Education Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

References 15