Firms' strategic behavior versus consumers' behavior: an explanation through the inoculation theory: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress

International audienceOur paper sheds light on an unexplored link between consumer behavior and firm behavior. A netnographic study of Smartphone consumers reveals interesting results on a possible impact of the firm strategic behavior on consumer behavior. Our research uses the Inoculation Theory to suggest that the interaction between firms on the public scene can be a possible source of inspiration for consumers who react vertically to the firm and horizontally to its consumers by replicating the same firms interactional scheme with other consumers