Taewan Kim

Collective Memory in the Age of SNS Big Data: Cultural Sensitivity, Moral Outrage, and Reputation Repair in Global Marketing

This conceptual article advances a theory of collective memory violation in global marketing. It contends that certain brand crises cannot be fully understood as routine cases of value-related misconduct, creative failure, or general cultural insensitivity. Rather, these crises arise when a brand’s messaging, symbolism...