Picture this: A customer storms onto Reddit, furious about a company’s controversial advertisement.
They join an anti-brand community, rallying others to boycott the company. Six months later, that
same person is defending the brand on social media and recommending their products to friends.
This transformation isn’t magic-it’s psychology. And according to new research led by the NUSC researcher Shoaib Ul Haq from the University of Greenwich, it happens more often than you think.
