随着社交媒体的兴起,一些品牌为之欢欣鼓舞,将其视作一个与消费者近距离接触的平台:与此同时,也有一些品牌对此犹豫不决,担心互联网的自由,给消费者恣意宣泄的机会,会给品牌带来灭顶之灾。这种担忧并非杞人忧天。据ICM近期的一份调查报告显示,尽管消费者在社交媒体上对品牌做出负面评价的动机不一,但有时负面评价会影响到品牌的形象和声誉。ICM在查中将那些通过负面评价损害品牌形象的消费者称为“有毒的消费 With the rise of social media, some brands rejoice as a platform for close contact with consumers: At the same time, there are brands who are hesitant to worry about the freedom of the Internet and the desire of consumers Vent opportunities, the brand will bring catastrophe. This concern is not unfounded. According to a recent ICM survey, despite the different motivations for consumers to negatively evaluate brands on social media, negative reviews sometimes affect the brand’s image and reputation. ICM in the investigation will be those who negatively assess the damage to the brand image of consumers as ”toxic consumption