Online brand communities: when consumers are negatively engaged

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dc.contributor.authorBilro, R. G.
dc.contributor.authorLoureiro, S. M. C.
dc.contributor.authorMarques, M. I.
dc.date.accessioned2019-01-08T11:08:48Z
dc.date.available2019-01-08T11:08:48Z
dc.date.issued2018
dc.description.abstractThe goal of the current research is to explore the influence of negative engagement on committing participants in hate online brand communities. To reach this aim, three brands are used to assess this phenomenon (Starbucks, Apple, and McDonald’s), and three related hate online brand communities of such brands are involved. An online questionnaire is developed based on previously validated scales and fulfilled by 300 online members of mentioned communities. Findings reveal the importance of Brand influence, Helping, and Self-expression dimensions on participants to be committed to hating brand communities.eng
dc.description.versioninfo:eu-repo/semantics/acceptedVersion
dc.event.date2018
dc.event.locationPortoeng
dc.event.typeConferênciapt
dc.identifier.urihttps://ciencia.iscte-iul.pt/id/ci-pub-53362
dc.identifier.urihttp://hdl.handle.net/10071/17004
dc.journal21st World Marketing Congress of the Academy of Marketing Science
dc.language.isoeng
dc.peerreviewedyes
dc.relationinfo:eu-repo/grantAgreement/FCT/5876/147442/PT
dc.rightsopen access
dc.subjectOnline brand community engagementeng
dc.subjectHate brand communitieseng
dc.subjectCommitmenteng
dc.titleOnline brand communities: when consumers are negatively engagedeng
dc.typeconferenceObject
degois.publication.locationPortoeng
degois.publication.titleOnline brand communities: when consumers are negatively engagedeng
dspace.entity.typePublicationen

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