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AT&T : Lending your image and likeness to an ad campaign / G. Fridley, A. Schaefer, Michael J. O'Rourke, and Amanda G. McKendree.
- Format:
- Book
- Author/Creator:
- Fridley, G., author.
- Schaefer, A., author.
- O'Rourke, Michael J., author.
- McKendree, Amanda G., author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- AT & T (Firm)--Case studies.
- AT & T (Firm).
- Marketing--Decision making--Case studies.
- Marketing.
- Online hate speech--Case studies.
- Online hate speech.
- Physical Description:
- 1 online resource : illustrations.
- Other Title:
- AT and T
- Place of Publication:
- London : The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame, 2024.
- Summary:
- Milana Vayntrub's journey from immigrant to prominent AT&T spokesperson was marred by cyberbullying, as trolls immersed social media with derogatory comments. Despite AT&T's direct responses, broader organizational support was lacking. This incident highlights the complexities of managing spokesperson roles in the face of online harassment and shifting marketing strategies.
- Notes:
- Description based on XML content.
- ISBN:
- 979-83-488-5048-7
- OCLC:
- 1569208721
- Publisher Number:
- T300843
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