Researches https://reputation.house ru Mon, 04 May 2026 12:58:52 +0300 Forget Virality. This Is What Actually Matters https://reputation.house/tpost/hkslsg4gv1-forget-virality-this-is-what-actually-ma https://reputation.house/tpost/hkslsg4gv1-forget-virality-this-is-what-actually-ma?amp=true Mon, 04 May 2026 12:52:00 +0300 How scandals, hype and negative press actually convert into sales and stock movements: based on a two-year study of 39 global brands, 2+ million mentions and +2,400 stock records

Forget Virality. This Is What Actually Matters

Marketers have spent decades debating whether any press is good press, whether a scandal can drive sales, and whether flooding the internet with positive content actually neutralises bad news. Most answers to these questions are built on individual case studies, expert opinion, and gut feeling.

Now there is data. And it overturns several widely-held beliefs.

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