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We can probably look at Ratner jewellery sales to find out.
It's probably more a power curve... if you happen to have the social media incidents which are at the top of the curve then craters your business, but for every other incident (the vast majority) there is no impact.
So really it's just risk management... most of the time you get away with it unscathed, and once in a million times it makes the brand extinct.
This one wasn't an extinction event, but others will be.
Velocio-
I did say there were some exceptions! Ratner being one of the famous ones. As a counterpoint I analysed Cadburys sales after they had a salmonella outbreak and had to recall loads of product, it had a short term blip, but within 3 months sales were back to normal.
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An interesting extinction event was Dolce & Gabbana in China, which has absolutely fucked the brand. The ad was pretty bad; Stefano Gabbana's little rant on social media really killed it. They still have some presence in China but I think only a few stores - one of the Shanghai ones closed a few days ago so I can't imagine them managing to hold on much longer.
(though advertising here is a whole different ballgame, in terms of content, location, aesthetics, etc.)
Sam_w
hats
Really? Genuine question.