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Battle of the brand fans: impact of brand attack and defense on social media(article)

Title	Battle of the brand fans: impact of brand attack and defense on social media(article)
Author	Ilhan, B. E., Kubler, Raoul Volker, Pauwels, K. H.
Publication Date:	2018-08
Publication Place	- Elsevier
Subject	Social media, eWOM, Rival brands, Brand engagement, Attack, Defense, Across pages, Sentiment analysis, Time series analysis
Type	Periodical
Language	English
Digital	Yes
Manuscript	No
Library:	Özyeğin University
Library Asset ID	1094-9968
Record ID	1be7a776-16f2-4d84-b7e1-ae5a39157795
Library Location	Business Administration
Date	2018-08
Notes	Marketing Science Institute
Sample Text	Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social media touchpoints, and what brand actions drive these Attack, Defense and Across (ADA) posts. Multimethod analysis identifies ADA's impact across industries of technology, fast food, toothpaste, beverages, and sports apparel. Sentiment analysis identifies that fans posting in both communities stimulate both brand-negative and brand-positive comments. Despite their relatively low prevalence (1–6% of all posts), ADA posts induce broader social-media brand engagement as they substantially increase and prolong the effects of managerial control variables such as communication campaigns and new-product introductions. Brand managers, thus, have specific levers to stimulate the positive consequences of rival brand fan posting on their owned media.
DOI	10.1016/j.intmar.2018.01.003
Cilt	43

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Battle of the brand fans: impact of brand attack and defense on social media(article)

Author Ilhan, B. E., Kubler, Raoul Volker, Pauwels, K. H.

Publication Date 2018-08

Publication Place - Elsevier

Subject Social media, eWOM, Rival brands, Brand engagement, Attack, Defense, Across pages, Sentiment analysis, Time series analysis

Type Periodical

Language English

Digital Yes

Manuscript No

Library Özyeğin University

Library Asset ID 1094-9968

Record ID 1be7a776-16f2-4d84-b7e1-ae5a39157795

Library Location Business Administration

Date 2018-08

Notes Marketing Science Institute

Sample Text Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social media touchpoints, and what brand actions drive these Attack, Defense and Across (ADA) posts. Multimethod analysis identifies ADA's impact across industries of technology, fast food, toothpaste, beverages, and sports apparel. Sentiment analysis identifies that fans posting in both communities stimulate both brand-negative and brand-positive comments. Despite their relatively low prevalence (1–6% of all posts), ADA posts induce broader social-media brand engagement as they substantially increase and prolong the effects of managerial control variables such as communication campaigns and new-product introductions. Brand managers, thus, have specific levers to stimulate the positive consequences of rival brand fan posting on their owned media.

DOI 10.1016/j.intmar.2018.01.003

Cilt 43