Mazzoli, Valentina; Donvito, Raffaele; Zarantonello, Lia - In: Journal of Product & Brand Management 33 (2024) 5, pp. 516-532
these campaigns as brand transgressions in social media advertising. Design/methodology/approach This research uses a mixed-method … design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3 …