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Keywords: Facebook Twitter Image hating internet marketing new media public relations social media trolling trolling

KMT 2017 nr 2 Download PDF

Urszula Podraza

Hate speech as a threat to the brand image and market position of companies.

Cite: Urszula Podraza, Hejt jako zagrożenie wizerunku i pozycji rynkowej firm, "Kultura - Media - Teologia", 2017( 29) nr 2, s. 33-45.

DOI: 10.21697/kmt.29.3

New, increasingly common phenomenon is a hate speech against companies, large global brands as well as small and medium-sized enterprises. Aggressive, unjustified criticism weak the image of the attacked brand, which loses the trust of consumers and partners. Economic hate speech has also a negative impact on the economic position of small businesses. This article discusses the causes of this phenomenon and the strategies of defense of the attacked companies.

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Urszula Podraza

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