Online Anti-Brand Herds


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Online Anti-Brand Herds

Show simple item record Langley, David J. Tan, Chee-Wee Worm, Daniël van den Broek, Tijs A. 2016-01-25T13:01:11Z 2016-01-25T13:01:11Z 2016-01-25
dc.description.abstract The online environment offers a fertile breeding ground for anti-brand herds of disgruntled consumers. Firms are often caught off guard by the unpredictability of such herds and, as a consequence, are forced into a reactive, defensive stance. We conduct a social media analysis that aims to shed light on the formation, growth, and dissolution of online anti-brand herds. First we expand on the concept of environmental turbulence to advance core properties unique to online herd behavior. Next, based on evidence gathered from 40 online anti-brand herd episodes targeting two prominent firms from the Netherlands, we develop an analytical model to investigate drivers of herd formation, growth, and dissolution. Finally, combining environmental turbulence literature with our empirical findings, we derive a novel typology of online anti-brand herd behaviors, and put forward six propositions to guide theory development in this area. en_US
dc.format.extent 39 en_US
dc.language eng en_US
dc.subject.other Social Media en_US
dc.subject.other Social Network en_US
dc.subject.other Consumer activism en_US
dc.subject.other Typology en_US
dc.subject.other Corporate Communication en_US
dc.title Online Anti-Brand Herds en_US
dc.type cp en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for IT-Ledelse en_US
dc.contributor.departmentshort ITM en_US
dc.contributor.departmentuk Department of IT Management en_US
dc.contributor.departmentukshort ITM en_US
dc.description.notes Paper presented at Development Workshop of the 75th Annual Meeting of the Academy of Management (AoMM’15), OCIS Division, Vancouver, British Columbia, Canada, August 7-11 en_US Frederiksberg en_US
dc.publisher.year 2015 en_US
dc.title.subtitle A Form of Environmental Turbulence en_US

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