Value creation (vs value destruction) as an unintended consequence of negative comments on [innocuous] brand social media posts

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Bibliographische Detailangaben
Veröffentlicht in:Journal of interactive marketing
1. Verfasser: Labrecque, Lauren I. (VerfasserIn)
Weitere Verfasser: Markos, Ereni (VerfasserIn), Yuksel, Mujde (VerfasserIn), Khan, Tracy A. (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: 2022
Schlagworte:
social media > trolling > negative word of mouth > brand engagement > negative consumer comments > consumer-to-consumer > content analysis > Aufsatz in Zeitschrift
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