DiscoverBreaking Marketing Insights (BMI)Ep. 3 - How Online Counter-Culture is Marketed and Spread
Ep. 3 - How Online Counter-Culture is Marketed and Spread

Ep. 3 - How Online Counter-Culture is Marketed and Spread

Update: 2025-01-22
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In this third episode, Dr. Mikael Andéhn from Royal Holloway-University of London talks about his research on online counter-culture. Mikael discusses how these groups use technology to create emotional responses and social cohesion, often resisting mainstream narratives. Mikael also explores the role of technology in spreading these ideologies and the challenges of maintaining meaningful social interactions online. He outlines future research directions, including the study of victimhood narratives and the marketing of radical ideologies.

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Ep. 3 - How Online Counter-Culture is Marketed and Spread

Ep. 3 - How Online Counter-Culture is Marketed and Spread

Department of Marketing-Royal Holloway, University of London