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2019 | OriginalPaper | Buchkapitel

Online Brand Communities: When Consumers are Negatively Engaged

verfasst von : Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, Maria Inês Marques

Erschienen in: Finding New Ways to Engage and Satisfy Global Customers

Verlag: Springer International Publishing

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Abstract

The goal of the current research is to explore the influence of negative engagement on committing participants in hate online brand communities. To reach this aim, three brands are used to assess this phenomenon (Starbucks, Apple, and McDonald’s), and three related hate online brand communities of such brands are involved. An online questionnaire is developed based on previously validated scales and fulfilled by 300 online members of mentioned communities. Findings reveal the importance of brand influence, helping, and self-expression dimensions on participants to be committed to hating brand communities.

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Titel: Online Brand Communities: When Consumers are Negatively Engaged
verfasst von: Ricardo Godinho Bilro
Sandra Maria Correia Loureiro
Maria Inês Marques
Verlag: Springer International Publishing
Buch: Finding New Ways to Engage and Satisfy Global Customers
Print ISBN: 978-3-030-02567-0

Electronic ISBN: 978-3-030-02568-7

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-02568-7_199