I think a bad buzz can be an opportunity to increase the advertising of the firm. Through the social media, an information can be share quickly especially when it is a bad buzz. People gather to show that something makeS them revolt and try to reach the most of people. Then the brand can « surf » on the bad buzz. If they know how to use this bad publicity it can be benificial for them. But They can also lose value and customers. I think it can become beneficial or otherwise based on the management of buzz by the company.
Give your opinion in comments !
Emilie Abdoul Malik