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Sam_w
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.