D7. ‘That’S (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media
Word-of-mouth and related advocacy and adversary behavior disseminated by consumers in an online environment are among the most trusted forms of brand communication. This study offers a first systematic content analysis of the communicative behavior of advocates and adversaries and the factors influencing it within the context of brands’ Facebook profiles.
Marcus Opitz and Sabine Einwiller (2018) ,"D7. ‘That’S (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 922-922.
Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna
NA - Advances in Consumer Research Volume 46 | 2018
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Michael Gibbert, Università della Svizzera Italiana
J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship
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Liangyan Wang, Shanghai Jiao Tong University
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