Publicação
When controversy pays off: conditions for the strategic use of controversy in digital marketing
| datacite.subject.fos | Ciências Sociais | |
| dc.contributor.author | Pereira, Miguel | |
| dc.contributor.author | Santos, Sara | |
| dc.date.accessioned | 2026-01-15T09:42:40Z | |
| dc.date.available | 2026-01-15T09:42:40Z | |
| dc.date.issued | 2025 | |
| dc.description.abstract | 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. | eng |
| dc.identifier.citation | 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. | |
| dc.identifier.uri | http://hdl.handle.net/10400.2/20855 | |
| dc.language.iso | eng | |
| dc.peerreviewed | yes | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Controversy | |
| dc.subject | Digital marketing | |
| dc.subject | Online engagement | |
| dc.subject | Brand image | |
| dc.subject | Social media | |
| dc.subject | Authenticity | |
| dc.subject | Attention economy | |
| dc.title | When controversy pays off: conditions for the strategic use of controversy in digital marketing | eng |
| dc.type | conference object | |
| dspace.entity.type | Publication | |
| oaire.citation.conferenceDate | 2025 | |
| oaire.citation.title | Proceedings of the International Conference on Business and Technology (ICBT Cardiff 2025) | |
| oaire.version | http://purl.org/coar/version/c_ab4af688f83e57aa | |
| person.familyName | Santos | |
| person.givenName | Sara | |
| person.identifier.orcid | 0000-0002-3581-6478 | |
| relation.isAuthorOfPublication | 4041eee1-c2b7-41d1-ae7e-e0dcb1d06615 | |
| relation.isAuthorOfPublication.latestForDiscovery | 4041eee1-c2b7-41d1-ae7e-e0dcb1d06615 |