在线客服: 点击这里给我发消息  新用户使用步骤:会员注册→充值→重新登入→进入资源
标题:Collaborative Brand Attacks in Social Media: Exploring the Antecedents, Characteristics, and Consequences of a New Form of Brand Crises
时间:2018-12-07 08:02:08
DOI:10.1080/10696679.2016.1205452
作者:Philipp A. Rauschnabel;Nadine Kammerlander;Björn S. Ivens
出版源: 《Journal of Marketing Theory & Practice》 ,2016 ,24 (4) :381-410
摘要:Abstract Recently, a new challenge has emerged for brand management. Large numbers of Internet users attack brands on social media collaboratively, a phenomenon that we refer to as “collaborative brand attacks” (CBAs). Yet despite the ...
大小:760 kb
页数:32 PAGES
下载: 点击下载
预览:

浏览器不支持嵌入PDF阅读,打开新页面在线阅读

目录:
  • Abstract
  • Theoretical Background
    • Crises and SCCT
    • Social Media Platforms and CBAs
    • Summary of Prior Research
  • Methodology
    • Overall Research Design
    • Delphi Pre-study
    • Multi-case Studies
      • Sample
      • Data Collection
      • Data Analysis
  • Results
    • Triggers of CBA
      • Perceived Unethical Behavior of an Organization
      • Perceived Business Problems
      • Perceived Unfair or Unprofessional Communication Behavior
      • Amplifying Factors: Lack of Fast and Appropriate Reaction
      • Perceived Unfair Use of Brand’s Power (Robin Hood Effect)
      • Spreading of CBA Triggers by Influential Organizations
      • Appealing Trigger-related Content to Share
    • Targets of CBAs and Initiators
    • Content and Tonality of CBAs
    • Spread of CBAs
    • Organizational Reaction and Further Development of the CBA
    • Consequences of CBAs
    • Exemplary Case: Pril
  • General Discussion
    • Theoretical Contributions
    • Managerial Implications
    • Limitations and Future Research Directions
  • References
  • APPENDIX
    • Outline placeholder
      • Exemplary Case 2: United Breaks Guitars
      • No Fast and Appropriate Reaction of the Brand
      • Robin Hood Effect
      • Appealing Content
      • Support of an Influential NGO

本页内容由网络收集而来,版权归原创者所有,如有侵权请及时联系