Towards Better Understanding and Managing of Online Trolling Behaviors
Trolling is a pervasive phenomenon performed by ‘real’ perpetrators and at the expense of ‘real’ targets (people or brands). Our study defines how trolling is different from other online misbehaviors, and it demonstrates how understanding the factors involved in trolling may help social marketers and managers addressing it more successfully.
Maja Golf Papez and Ekant Veer (2016) ,"Towards Better Understanding and Managing of Online Trolling Behaviors", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 732-732.
Maja Golf Papez, University of Canterbury, New Zealand
Ekant Veer, University of Canterbury, New Zealand
NA - Advances in Consumer Research Volume 44 | 2016
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Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
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Marat Bakpayev, University of Minnesota Duluth, USA
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Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
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