In recent classes we have discussed the positive and negative impact social media campaigns can have in generating awareness around a particular company, product, or person. I believe the below article truly encompasses all these dynamics. There was a large social media campaign that lasted for years to release the Zack Snyder Cut of the "Justice League" superhero movie.
The social media campaign started off small but quickly took off as fans of the movie joined the movement. It generated the buzz necessary to force Warner Brothers to release the movie (positive), but it also led to negative behavior of a lot of participants in the social media movement.
https://www.theverge.com/22334362/zack-snyder-justice-league-fandom-release-cut-star-wars-twitter
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