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1. Online firestorm: Hot eller möjlighet?
Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : Existing research on online firestorms is usually based on the common assumpt- ion that the phenomenon poses a threat to brands, which at all costs need to be prevented, mitigated or eliminated. In this study we offer a different perspective of the preconceived notion of an online firestorm and argue that an online firestorm does not necessarily have to be counteracted, but rather can strengthen a brand. LÄS MER
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