Saeid Kermani

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A large billboard featuring Colin Kaepernick stands on top of a Nike store at Union Square in San Francisco. (AP Photo/Eric Risberg)

Online outrage can benefit brands that take stances on social issues

Saeid Kermani, Trent University; Peter Darke, York University, Canada, and Theo Noseworthy, York University, Canada

Brands are increasingly taking stances on contentious social issues and facing mass outrage on social media. New research shows that this outrage can benefit brands.

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