Consumer rage in the age of social media: A volatile brand challenge: Prof. Ramesh Kumar S

A volatile challenge presents itself for brands in an era where customer sentiment looms just one turn away from ‘virality’. ‘Consumer rage in the age of social media’, co-authored by former faculty Prof. Ramesh Kumar S, Marketing area, for ET’s Brand Equity unpacks the psychology behind consumer rage and why even the most credible brands aren’t immune to its impact.