Opening the Black Boxes of Consumer Misbehaviors: Insights From Studying Online Trolling
Online consumer misbehaviors, such as trolling, are widespread and poorly understood. Using actor-network theory, we explore the assemblages of human and non-human entities participating in trolling, showing that rather than managing misbehaving consumers, marketing practitioners should manage the socio-technical networks that allow and fuel these misbehaviors.
Maja Golf-Papez and Ekant Veer (2017) ,"Opening the Black Boxes of Consumer Misbehaviors: Insights From Studying Online Trolling ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 624-625.
Maja Golf-Papez, University of Canterbury, New Zealand
Ekant Veer, University of Canterbury, New Zealand
NA - Advances in Consumer Research Volume 45 | 2017
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