Abstract
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.
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.
| Originalsprog | Engelsk |
|---|---|
| Publikationsdato | 2015 |
| Antal sider | 39 |
| Status | Udgivet - 2015 |
| Begivenhed | The Academy of Management Annual Meeting 2015: Opening Governance - Vancouver, Canada Varighed: 7 aug. 2015 → 11 aug. 2015 Konferencens nummer: 75 http://aom.org/annualmeeting/ |
Konference
| Konference | The Academy of Management Annual Meeting 2015 |
|---|---|
| Nummer | 75 |
| Land/Område | Canada |
| By | Vancouver |
| Periode | 07/08/2015 → 11/08/2015 |
| Internetadresse |