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.
Citation:
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.
Authors
Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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