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ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016
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Issue: September 2023

Volume 8 | Issue 9

Impact factor: 8.15

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Paper Title: A study on the effect of controversial marketing on brand reputation- A systematic literature review
Authors Name: Aradhita Deb , Swarnadeep Maity
Unique Id: IJSDR2309046
Published In: Volume 8 Issue 9, September-2023
Abstract: In the field of advertising, controversial marketing frequently blurs the distinctions between ethical obligation and artistic expression. This abstract explores the intricate world of contentious marketing techniques, showcasing its many parts, repercussions, and discussions. Marketing strategies that are controversial are intended to grab people's attention, start a debate, and increase consumer participation. However, they typically entail crossing lines and perhaps invading ethically and socially delicate areas. This abstract analyses the spectrum of contentious marketing tactics used by companies as well as the moral issues they pose. Shock advertising, in which businesses utilize provocative, shocking, or even offensive content to encourage conversation, is a pervasive example of contentious marketing. This strategy has the potential to create attention and increase brand visibility, but it also runs the danger of alienating customers, damaging the company's reputation, and igniting public indignation. The core of the debate is the conflict between the possible benefits and the moral disadvantages of shock advertising. The phenomena known as "cancel culture" is likewise directly related to controversial marketing. Campaigns by brands that violate moral or social norms may result in backlash, boycotts, and demands for brand accountability from customers and activists. This abstract looks at case studies of businesses that have successfully sailed over the perilous waters of the cancel culture and provides insight into the long-term effects of contentious marketing. The use of evocative narrative to manipulate emotions is another problematic marketing practice. Some businesses use delicate topics like mental health, poverty, or discrimination to appeal to customers' emotions. Although this strategy might be viewed as genuine and empathic, it also calls into question the dedication of a company to social problems. In this abstract, the ethical issues surrounding the use of emotional triggers are discussed. This paper aims to do a systematic literature review from some of the National and International research papers in order to understand what kind of application of controversial marketing has been done till date and what can be done in future.
Keywords: Controversial Marketing, Ethical Marketing, Emotional triggers, Advertisement, Marketing strategies, Shock Advertisement, Problematic Marketing.
Cite Article: "A study on the effect of controversial marketing on brand reputation- A systematic literature review", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.8, Issue 9, page no.286 - 292, September-2023, Available :http://www.ijsdr.org/papers/IJSDR2309046.pdf
Downloads: 000251441
Publication Details: Published Paper ID: IJSDR2309046
Registration ID:208509
Published In: Volume 8 Issue 9, September-2023
DOI (Digital Object Identifier):
Page No: 286 - 292
Publisher: IJSDR | www.ijsdr.org
ISSN Number: 2455-2631

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