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Consumer brand bullying behaviour in online communities of service firms

By Jan Breitsohl, Holger Roschk and Christina Feyertag

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

Publisher: 'Springer Science and Business Media LLC'
Year: 2018
DOI identifier: 10.1007/978-3-658-22424-0_13
OAI identifier: oai:eprints.gla.ac.uk:214126
Provided by: Enlighten
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