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

Name: 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.

İsim	Battle of the brand fans: impact of brand attack and defense on social media(article)
Yazar	Ilhan, B. E., Kubler, Raoul Volker, Pauwels, K. H.
Basım Tarihi:	2018-08
Basım Yeri	- Elsevier
Konu	Social media, eWOM, Rival brands, Brand engagement, Attack, Defense, Across pages, Sentiment analysis, Time series analysis
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1094-9968
Kayıt Numarası	1be7a776-16f2-4d84-b7e1-ae5a39157795
Lokasyon	Business Administration
Tarih	2018-08
Notlar	Marketing Science Institute
Örnek Metin	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

Kaynağa git Özyeğin Üniversitesi

Aramaya Dön

Özyeğin Üniversitesi

Kaynağa git

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

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

Basım Tarihi 2018-08

Basım Yeri - Elsevier

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

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1094-9968

Kayıt Numarası 1be7a776-16f2-4d84-b7e1-ae5a39157795

Lokasyon Business Administration

Tarih 2018-08

Notlar Marketing Science Institute

Örnek Metin 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