Sharing Turns to Scaring: Explaining Apple Versus Android Brand Community Conflict

Mina Seraj, Bogazici University, Turkey
Robert Kozinets, York University, Canada
Aysegul Toker, Bogazici University, Turkey
Extensive sharing on social media can creates pods of communally conflicted tension. The case of Apple and Android is an example of how inter-communal brand relationships turn into conflict based in autotelic violence. Idealized personality differences exacerbate the frame of collective conflict between socially mediated selves and others.
[ to cite ]:
Mina Seraj, Robert Kozinets, and Aysegul Toker (2015) ,"Sharing Turns to Scaring: Explaining Apple Versus Android Brand Community Conflict", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 197-202.