Dancing With the Enemy: Dynamics, Drivers, and Outcomes of Rival Brand Engagement
Brand fans interact with the social media ecosystem of rival brands and their fans. This ‘Dancing with the Enemy’ practice is an observable behavioral manifestation of rival brand engagement in social media. We combine netnography, content, sentiment and time-series analysis to test the proposed framework for rival brand dyads.
Citation:
Behice Ece Ilhan, Raoul Kuebler, and Koen Pauwels (2016) ,"Dancing With the Enemy: Dynamics, Drivers, and Outcomes of Rival Brand Engagement", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 251-256.
Authors
Behice Ece Ilhan, DePaul University, USA
Raoul Kuebler, Ozyegin University, Turkey
Koen Pauwels, Ozyegin University, Turkey
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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