Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "13133"
  #_source: array:26 [
    "id" => "13133"
    "slug" => "battle-of-the-brand-fans-impact-of-brand-attack-and-defense-on-social-media"
    "yearMonth" => "2018-03"
    "year" => "2018"
    "title" => "Battle of the brand fans: Impact of brand attack and defense on social media"
    "description" => "ILHAN, B.E., KÜBLER, R. et PAUWELS, K. (2018). Battle of the brand fans: Impact of brand attack and defense on social media. <i>Journal of Interactive Marketing</i>, 43(2), pp. 33-51."
    "authors" => array:3 [
      0 => array:3 [
        "name" => "KÜBLER Raoul"
        "bid" => "B00806952"
        "slug" => "kubler-raoul"
      ]
      1 => array:1 [
        "name" => "ILHAN Behice Ece"
      ]
      2 => array:1 [
        "name" => "PAUWELS Koen"
      ]
    ]
    "ouvrage" => ""
    "keywords" => array:9 [
      0 => "Social media"
      1 => "eWOM"
      2 => "Rival brands"
      3 => "Brand engagement"
      4 => "Attack"
      5 => "Defense"
      6 => "Across pages"
      7 => "Sentiment analysis"
      8 => "Time series analysis"
    ]
    "updatedAt" => "2023-01-27 01:00:44"
    "publicationUrl" => "https://doi.org/10.1016/j.intmar.2018.01.003"
    "publicationInfo" => array:3 [
      "pages" => "33-51"
      "volume" => "43"
      "number" => "2"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => """
        We show how brand fans navigate Across social media, Attack rival brands and how these rival brands' fans Defend their brand in 5 industries\n
        We quantify the prevalence of Attack, Defense and Across behavior and its impact on broader social-media brand engagement\n
        We show that this behavior increases and prolongs the effects of managerial actions such as IMC campaigns and new-product introductions.
        """
      "en" => """
        We show how brand fans navigate Across social media, Attack rival brands and how these rival brands' fans Defend their brand in 5 industries\n
        We quantify the prevalence of Attack, Defense and Across behavior and its impact on broader social-media brand engagement\n
        We show that this behavior increases and prolongs the effects of managerial actions such as IMC campaigns and new-product introductions.
        """
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-22T06:21:45.000Z"
    "docTitle" => "Battle of the brand fans: Impact of brand attack and defense on social media"
    "docSurtitle" => "Articles"
    "authorNames" => "<a href="/cv/kubler-raoul">KÜBLER Raoul</a>, ILHAN Behice Ece, PAUWELS Koen"
    "docDescription" => "<span class="document-property-authors">KÜBLER Raoul, ILHAN Behice Ece, PAUWELS Koen</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2018</span>"
    "keywordList" => "<a href="#">Social media</a>, <a href="#">eWOM</a>, <a href="#">Rival brands</a>, <a href="#">Brand engagement</a>, <a href="#">Attack</a>, <a href="#">Defense</a>, <a href="#">Across pages</a>, <a href="#">Sentiment analysis</a>, <a href="#">Time series analysis</a>"
    "docPreview" => "<b>Battle of the brand fans: Impact of brand attack and defense on social media</b><br><span>2018-03 | Articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="https://doi.org/10.1016/j.intmar.2018.01.003" target="_blank">Battle of the brand fans: Impact of brand attack and defense on social media</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 8.605642
  +"parent": null
}