The dark side revealed : insights and implications from online brand communities
Abhishek Behl, Chitrakshi Bhutani, Nirma Sadamali Jayawardena and M.S. Balaji
| Year of publication: |
2024
|
|---|---|
| Authors: | Behl, Abhishek ; Bhutani, Chitrakshi ; Jayawardena, Nirma Sadamali ; Balaji, M. S. |
| Subject: | Branding | Dark side | Deviant behaviour | Online brand communities | Trolling | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Online-Marketing | Internet marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-12-2023-4853 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015173301