KÜBLER Raoul, ILHAN Behice Ece, PAUWELS Koen
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.