The negative impact of a sense of community on consumers: focusing on trash talk
In today’s hyperconnected digital landscape, brands cultivate a sense of community among consumers to enhance engagement and loyalty. While such efforts can foster positive brand relationships, they may also lead to unintended negative consequences. This study examines how a strong sense of communit...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-04-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1583048/full |
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