Year
2018
Authors
KÜBLER Raoul, ILHAN Behice Ece, PAUWELS Koen
Abstract
We show how brand fans navigate Across social media, Attack rival brands and how these rival brands’ fans Defend their brand in 5 industries We quantify the prevalence of Attack, Defense and Across behavior and its impact on broader social-media brand engagement We show that this behavior increases and prolongs the effects of managerial actions such as IMC campaigns and new-product introductions.
ILHAN, B.E., KÜBLER, R. et PAUWELS, K. (2018). Battle of the brand fans: Impact of brand attack and defense on social media. Journal of Interactive Marketing, 43(2), pp. 33-51.