Value creation (vs value destruction) as an unintended consequence of negative comments on [innocuous] brand social media posts
Lauren I. Labrecque, Ereni Markos, Mujde Yuksel & Tracy A. Khan
| Year of publication: |
2022
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|---|---|
| Authors: | Labrecque, Lauren I. ; Markos, Ereni ; Yuksel, Mujde ; Khan, Tracy A. |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 57.2022, 1, p. 115-140
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| Subject: | social media | trolling | negative word of mouth | brand engagement | negative consumer comments | consumer-to-consumer | content analysis | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/10949968221075820 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013397509