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
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France
Personal Budgeting: Does It Work?
Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA
O11. Have Less, Compromise Less: How the perception of resource scarcity influences compromise decisions
Kate Kooi, University of Miami, USA
Caglar Irmak, University of Miami, USA