Collaborative Brand Attacks in Social Media: Exploring the Antecedents, Characteristics, and Consequences of a New Form of Brand Crises. Issue 4 (1st October 2016)

• Record Type: Journal Article
• Authors: Rauschnabel, Philipp A.; Kammerlander, Nadine; Ivens, Björn S.
• Is Part Of: Journal of marketing theory and practice. Volume 24:Issue 4(2016)
• Page Start: 381
• Page End: 410
• Publication Date: 2016-10-01
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2016.1205452
• Languages: English
• ISSNs: 1069-6679

Abstract

Abstract : Recently, a new challenge has emerged for brand management. Large numbers of Internet users attack brands on social media collaboratively, a phenomenon that we refer to as "collaborative brand attacks" (CBAs). Yet despite the frequency and the relevance of CBAs, little is known about why and how they develop. In this research, we apply a Delphi study followed by a qualitative analysis of multiple CBA cases in order to develop a framework that explains the triggers, the amplifiers, as well as the reaction strategies to CBAs. These findings highlight the conceptual differences between CBAs and traditional brand crises.