Forbes: Burger King’s misogynistic tweet: when provocative social media strategies backfire

Dr Thomas Roulet, University Senior Lecturer in Organisation Theory at Cambridge Judge Business School) discusses provocative social media content and what consequences that might have in response to Burger King’s controversial tweet on International Women’s Day. “Burger King certainly wanted to attract attention for its policy. The more inflammatory the tweet, especially on a day like this one, the more noticeability,” Thomas writes. “The key, however, is to transform the public outrage the tweet triggered not only into brand visibility but ultimately into sales.”

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