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



Share Proceeding

Featured papers

See More

Featured

Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift

Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana

Read More

Featured

J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

Read More

Featured

The Influence of Conflicting and Complementary Benefit Goals on the Execution of Accuracy and Effort Process Goals

Felipe Marinelli Affonso, University of Florida, USA
Chris Janiszewski, University of Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.