Business Standard

Does sadfishing really work?

Negativity, tension, and conflict are becoming popular strategies for boosting a brand's value, despite the emotional manipulation involved

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Sandeep Goyal
The term “sadfishing”, defined by the Journal of American College Health in 2021, refers to social media users who “exaggerate their emotional state online to generate sympathy.” It could be in the form of a sad photo, an ominous quote, or a vague post. 

It was actually journalist Rebecca Reid who coined the term in 2019 after a questionable Instagram post by Kris Jenner featuring her daughter Kendall Jenner (28.2 million Twitter followers). In the post, Ms Jenner described her daughter’s “debilitating struggle” with acne and received a large amount of sympathetic responses from her followers. However, it
Disclaimer: These are personal views of the writer. They do not necessarily reflect the opinion of or the Business Standard newspaper

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First Published: Jul 05 2024 | 10:57 PM IST

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