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Articles (2018), Journal of Interactive Marketing, 43 (2), pp. 33-51

Battle of the brand fans: Impact of brand attack and defense on social media

ILHAN Behice Ece, KÜBLER Raoul , 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. Lien vers l'article

ILHAN, B.E., KÜBLER, R. and 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.

Mots clés : #Social-media, #eWOM, #Rival-brands, #Brand-engagement, #Attack, #Defense, #Across-pages, #Sentiment-analysis, #Time-series-analysis