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.



Citation:

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.

Authors

Maja Golf Papez, University of Canterbury, New Zealand
Ekant Veer, University of Canterbury, New Zealand



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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