Riza Casidy, Associate Professor of Marketing at Macquarie University, is the co-author of a research paper called "Religious Belief, Religious Priming, and Negative Word of Mouth." He joined Tod to walk through his findings.

It's going to happen. Someone from your company's going to do something dumb, and that will result in a negative review on Facebook or Google or something. 

When you break down the kinds of people who spread negative word of mouth, you find different groups — not just genders or ages, but also their personal moral stance, how religious they are, and so on.

You might think that religious people would be more forgiving of mistakes made by your brand — and you would be wrong. In fact, they're much less forgiving.

At least according to some new research.

Riza Casidy, Associate Professor of Marketing at Macquarie University, is the co-author of a research paper called "Religious Belief, Religious Priming, and Negative Word of Mouth." He joined Tod to walk through his findings.

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Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada.