In the context of social media, the controversial marketing represents a new
marketing strategy, but there is enough attention in the academic circles, and
the understanding of the controversial marketing was blurred. According to
the existing researches, we introduce the concept of controversial marketing
and briefly describe that controversial topic is how to cause conversation.In
order to apply controversial topics scientifically and promote the development
of research in this field, we propose some research topics which are worthy to
discuss in the future.
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