UN 378 - IJRM. Social Media Champions & Critics.

Up Next with Gabriella Mirabelli · Sep 4, 2025 · 27m

In this episode, Welf Weiger, Associate Professor of Digital Marketing and Chair of the Marketing Department at Alfaisal University, joins us to discuss research he and his colleagues conducted on social media marketing and customer engagement. Together, their work uncovers surprising findings about how brand advocacy and criticism influence not just public perception, but also the purchasing behavior of the advocate or critic themselves.