They did what? The science of Twitter storms
23 Aug 2019
They did what? The science of Twitter storms

The voice of the people on social media and the power it harnesses means a tweet can destroy a brand’s reputation as quickly as it can build it. Canvas8 spoke to Dr. Ann Kristin Kupfer, assistant professor at the University of Münster, to understand why and how social media firestorms occur.

Ann-Kristin Kupfer

Dr. Ann-Kristin Kupfer is a professor at the KIT in Karlsruhe Germany. She holds a PhD from the University of Muenster and is an expert in digital marketing. Her research focuses on brand management, entertainment media marketing, and consumer behaviour. Her work on online firestorms, consumer buzz, and influencer marketing won several awards.