Online Anti-Brand Herds: A Form of Environmental Turbulence

David J. Langley, Chee-Wee Tan, Daniël Worm, Tijs A. van den Broek

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    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.
    Antal sider39
    StatusUdgivet - 2015
    BegivenhedThe Academy of Management Annual Meeting 2015: Opening Governance - Vancouver, Canada
    Varighed: 7 aug. 201511 aug. 2015
    Konferencens nummer: 75


    KonferenceThe Academy of Management Annual Meeting 2015