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dc.contributor.authorIlhan, B. E.
dc.contributor.authorKubler, Raoul Volker
dc.contributor.authorPauwels, K. H.
dc.date.accessioned2018-10-08T12:54:42Z
dc.date.available2018-10-08T12:54:42Z
dc.date.issued2018-08
dc.identifier.issn1094-9968en_US
dc.identifier.urihttp://hdl.handle.net/10679/5998
dc.identifier.urihttps://www.sciencedirect.com/science/article/pii/S1094996818300069
dc.description.abstractFans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social media touchpoints, and what brand actions drive these Attack, Defense and Across (ADA) posts. Multimethod analysis identifies ADA's impact across industries of technology, fast food, toothpaste, beverages, and sports apparel. Sentiment analysis identifies that fans posting in both communities stimulate both brand-negative and brand-positive comments. Despite their relatively low prevalence (1–6% of all posts), ADA posts induce broader social-media brand engagement as they substantially increase and prolong the effects of managerial control variables such as communication campaigns and new-product introductions. Brand managers, thus, have specific levers to stimulate the positive consequences of rival brand fan posting on their owned media.en_US
dc.description.sponsorshipMarketing Science Institute
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.relation.ispartofJournal of Interactive Marketing
dc.rightsrestrictedAccess
dc.titleBattle of the brand fans: impact of brand attack and defense on social media(article)en_US
dc.typeArticleen_US
dc.peerreviewedyesen_US
dc.publicationstatusPublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 192617) Kubler, Raoul
dc.contributor.ozuauthorKubler, Raoul Volker
dc.identifier.volume43en_US
dc.identifier.startpage33en_US
dc.identifier.endpage51en_US
dc.identifier.wosWOS:000441367500003
dc.identifier.doi10.1016/j.intmar.2018.01.003en_US
dc.subject.keywordsSocial mediaen_US
dc.subject.keywordseWOMen_US
dc.subject.keywordsRival brandsen_US
dc.subject.keywordsBrand engagementen_US
dc.subject.keywordsAttacken_US
dc.subject.keywordsDefenseen_US
dc.subject.keywordsAcross pagesen_US
dc.subject.keywordsSentiment analysisen_US
dc.subject.keywordsTime series analysisen_US
dc.identifier.scopusSCOPUS:2-s2.0-85046108267
dc.contributor.authorMale1
dc.relation.publicationcategoryArticle - International Refereed Journal - Institution Academic Staff


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