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When controversy pays off: conditions for the strategic use of controversy in digital marketing
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Resumo(s)
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.
Descrição
Palavras-chave
Controversy Digital marketing Online engagement Brand image Social media Authenticity Attention economy
Contexto Educativo
Citação
Pereira, M. C., & Santos, S. (2025). When controversy pays off: Conditions for the strategic use of controversy in digital marketing. Proceedings of the International Conference on Business and Technology (ICBT Cardiff 2025), Cardiff, Reino Unido.