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Percorrer por autor "Pereira, Miguel"

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  • Between emotion and rejection: the consumer in the age of controversy
    Publication . Carvalho, Beatriz; Simões, Jaqueline; Silva, Marcelo; Pereira, Miguel; Santos, Sara
    The growing saturation of the advertising environment is driving brands to adopt provocative strategies to capture audience attention. Although the use of controversial themes is effective in increasing awareness, it entails high reputational risks. This study analyses, through a literature review, the impact of controversial campaigns on consumers’ emotional reactions and ideological perceptions. The findings show that controversy can intensify emotional bonding or trigger profound rejection, depending on the alignment between brand values and those of its audiences. Moreover, the strategic management of controversy, grounded in authenticity and communicational coherence, is essential to transform risks into opportunities for differentiation and to build loyal brand communities.
    2025Documento de conferência Acesso aberto Ver mais
  • When controversy pays off: conditions for the strategic use of controversy in digital marketing
    Publication . Pereira, Miguel; Santos, Sara
    Controversy in digital marketing presents both risks and opportunities as brands contend with saturated attention economies and highly engaged online audiences. This article offers a systematic literature review, conducted in accordance with PRISMA guidelines, of peer-reviewed empirical studies published between 2018 and April 2025 in Scopus. Selected works spanned multiple platforms (e.g., Twitter, Facebook, YouTube) and employed diverse methodologies, including computational text mining, big-data sentiment analysis, qualitative case studies, and experimental designs. A synthesis identifies four interlocking components essential for effective controversy management. First, proactive monitoring and early detection leverage computational tools to flag emergent or reputationally hazardous discussions. Second, inclusive stakeholder dialogue and engagement emphasize multi-stakeholder consultations and counter-conduct analyses to promote transparent communication. Third, strategic communication and framing involve crafting contextually tailored messages that respect local idioms and norms. Fourth, adaptive learning and governance close the feedback loop, enabling continuous refinement of strategies in response to evolving digital discourse. Building on these insights, a four-pillar framework is proposed (anticipation, engagement, communication, and learning) to guide digital marketing practitioners in transforming controversy into strategic advantage.
    2025Documento de conferência Acesso aberto Ver mais