Breitsohl, J. , Roschk, H. and Feyertag, C. (2018) Consumer brand bullying behaviour in online communities of service firms. In: Bruhn, M. and Hadwich, K. (eds.) Service Business Development: Band 2. Methoden – Erlösmodelle – Marketinginstrumente. Springer Gabler: Wiesbaden, Germany, pp. 289-312. ISBN 9783658224233 (doi: 10.1007/978-3-658-22424-0_13)
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Abstract
The current study explores consumer brand bullying behaviour in online communities, which we define as a brand specific consumer interaction process during which one consumer harasses or is perceived to harass another consumer or the brand itself. The analysis is based on a sixteen-month netnography of four online brand communities, where we sought to identify this particular consumer misbehaviour and to understand the different forms in which it occurs.
| Item Type: | Book Sections |
|---|---|
| Status: | Published |
| Glasgow Author(s) Enlighten ID: | Breitsohl, Dr Jan |
| Authors: | Breitsohl, J., Roschk, H., and Feyertag, C. |
| College/School: | College of Social Sciences > Adam Smith Business School > Management |
| Publisher: | Springer Gabler |
| ISBN: | 9783658224233 |
| Published Online: | 13 June 2018 |
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