Online Anti-Brand Herds: A Form of Environmental Turbulence

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

    Research output: Contribution to conferencePaperResearchpeer-review

    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.
    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.

    Conference

    ConferenceThe Academy of Management Annual Meeting 2015
    Number75
    CountryCanada
    CityVancouver
    Period07/08/201511/08/2015
    Internet address

    Cite this

    Langley, D. J., Tan, C-W., Worm, D., & van den Broek, T. A. (2015). Online Anti-Brand Herds: A Form of Environmental Turbulence. Paper presented at The Academy of Management Annual Meeting 2015, Vancouver, Canada.
    Langley, David J. ; Tan, Chee-Wee ; Worm, Daniël ; van den Broek, Tijs A./ Online Anti-Brand Herds : A Form of Environmental Turbulence. Paper presented at The Academy of Management Annual Meeting 2015, Vancouver, Canada.39 p.
    @conference{ad963a7d7af44ba4bb57b8c6f8d8e6ee,
    title = "Online Anti-Brand Herds: A Form of Environmental Turbulence",
    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-brandherd behaviors, and put forward six propositions to guide theory development in this area.",
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    Langley, DJ, Tan, C-W, Worm, D & van den Broek, TA 2015, 'Online Anti-Brand Herds: A Form of Environmental Turbulence' Paper presented at, Vancouver, Canada, 07/08/2015 - 11/08/2015, .

    Online Anti-Brand Herds : A Form of Environmental Turbulence. / Langley, David J.; Tan, Chee-Wee; Worm, Daniël; van den Broek, Tijs A.

    2015. Paper presented at The Academy of Management Annual Meeting 2015, Vancouver, Canada.

    Research output: Contribution to conferencePaperResearchpeer-review

    TY - CONF

    T1 - Online Anti-Brand Herds

    T2 - A Form of Environmental Turbulence

    AU - Langley,David J.

    AU - Tan,Chee-Wee

    AU - Worm,Daniël

    AU - van den Broek,Tijs A.

    PY - 2015

    Y1 - 2015

    N2 - 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-brandherd behaviors, and put forward six propositions to guide theory development in this area.

    AB - 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-brandherd behaviors, and put forward six propositions to guide theory development in this area.

    M3 - Paper

    ER -

    Langley DJ, Tan C-W, Worm D, van den Broek TA. Online Anti-Brand Herds: A Form of Environmental Turbulence. 2015. Paper presented at The Academy of Management Annual Meeting 2015, Vancouver, Canada.