Below is an excerpt from an article, “How meme stock traders took advantage of the Sydney Sweeney American Eagle controversy,” published by Northeastern Global News, featuring Yakov Bart, Professor of Marketing and Joseph G. Riesman Research Professor at Northeastern.
“Yakov Bart, professor of marketing and Joseph G. Riesman Research Professor at Northeastern, says campaigns like these court controversy at their own expense — not least because investors can weaponize the backlash to the companies’ detriment.
“From a short-term brand awareness perspective, the campaign clearly did a great job as evidenced by millions of organic impressions generated by the ensuing backlash,” Bart says.
“But that awareness also comes with a price: a narrative about race and privilege across multiple public platforms that the company has yet to comment on may have negative consequences for the brand in the long term,” he says.
One immediate effect was a deluge of commentary on the situation, which divided users between those who saw the ads as promoting eugenics — and others who dismissed the critics and criticism as “woke” nonsense.”
You can read the full article from Northeastern Global News here: How meme stock traders took advantage of the Sydney Sweeney American Eagle controversy.
