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Negative Publicity Case Study

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1. INTRODUCTION

1.1. INTRODUCTION
Every company adopts a publicity strategy for its product. Negative Publicity hurts the company but it has also been successful for various organizations. There are various factors affecting the outcome of negative publicity. These factors, independently or collectively contribute in making the difference that some organizations are positively or negatively affected.
Singapore has been a platform to one of the most popular cases of negative publicity, the “Hello Kitty McDonald’s Riot” case that took place about fourteen years ago. McDonald’s introduced Hello Kitty toys as part of the Happy Meal. The Singaporeans stood in a long queue to ensure they do not miss out their favourite toy. At one such instance, …show more content…

The chief objective of this project is to predict the prominent factors that creates the difference in after effects of the negative publicity and thus analyse the strategies to counter the hazardous effects of negative publicity. It would be required to do a detailed literature study to analyse past effects and strategies that worked or failed for various organizations. The next course of action would include conducting surveys on focussed groups to determine the intensity and inter-dependency of each independent variable in regard to negative …show more content…

In case of any negative news, holistic thinkers are less influenced than analytical thinkers (Monga & John, 2008). Similarly loyal customers are less likely to be influenced by negative publicity while non-customers are generally negatively influenced. The person who experienced the product or has significant knowledge about the product expresses his views in social network or through direct contact. This means of communication is called Word of Mouth (or Viva Voce). Social network followers and close relations are influenced by word of mouth. Thus, consumer psychology, brand positioning and word of mouth influence negative

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