A study on the effect of controversial marketing on brand reputation- A systematic literature review
Aradhita Deb
, Swarnadeep Maity
Controversial Marketing, Ethical Marketing, Emotional triggers, Advertisement, Marketing strategies, Shock Advertisement, Problematic Marketing.
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.
"A study on the effect of controversial marketing on brand reputation- A systematic literature review", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.8, Issue 9, page no.286 - 292, September-2023, Available :https://ijsdr.org/papers/IJSDR2309046.pdf
Volume 8
Issue 9,
September-2023
Pages : 286 - 292
Paper Reg. ID: IJSDR_208509
Published Paper Id: IJSDR2309046
Downloads: 000347546
Research Area: Management
Country: Bengaluru, Karnataka, India
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
