IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v43y2018icp33-51.html
   My bibliography  Save this article

Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media

Author

Listed:
  • Ilhan, Behice Ece
  • Kübler, Raoul V.
  • Pauwels, Koen H.

Abstract

Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social media touchpoints, and what brand actions drive these Attack, Defense and Across (ADA) posts. Multimethod analysis identifies ADA's impact across industries of technology, fast food, toothpaste, beverages, and sports apparel. Sentiment analysis identifies that fans posting in both communities stimulate both brand-negative and brand-positive comments. Despite their relatively low prevalence (1–6% of all posts), ADA posts induce broader social-media brand engagement as they substantially increase and prolong the effects of managerial control variables such as communication campaigns and new-product introductions. Brand managers, thus, have specific levers to stimulate the positive consequences of rival brand fan posting on their owned media.

Suggested Citation

  • Ilhan, Behice Ece & Kübler, Raoul V. & Pauwels, Koen H., 2018. "Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 33-51.
    • Handle: RePEc:eee:joinma:v:43:y:2018:i:c:p:33-51
    DOI: 10.1016/j.intmar.2018.01.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996818300069
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2018.01.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. A. S. C. Ehrenberg, 1995. "Empirical Generalisations, Theory, and Method," Marketing Science, INFORMS, vol. 14(3_supplem), pages 20-28.
    2. Koen Pauwels, 2004. "How Dynamic Consumer Response, Competitor Response, Company Support, and Company Inertia Shape Long-Term Marketing Effectiveness," Marketing Science, INFORMS, vol. 23(4), pages 596-610, June.
    3. Jonah Berger & Alan T. Sorensen & Scott J. Rasmussen, 2010. "Positive Effects of Negative Publicity: When Negative Reviews Increase Sales," Marketing Science, INFORMS, vol. 29(5), pages 815-827, 09-10.
    4. Kolbe, Richard H & Burnett, Melissa S, 1991. "Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 243-250, September.
    5. Ein-Gar, Danit & Goldenberg, Jacob & Sagiv, Lilach, 2012. "The role of consumer self-control in the consumption of virtue products," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 123-133.
    6. Kireyev, Pavel & Pauwels, Koen & Gupta, Sunil, 2016. "Do display ads influence search? Attribution and dynamics in online advertising," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 475-490.
    7. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    8. Rajiv Lal, 1990. "Price Promotions: Limiting Competitive Encroachment," Marketing Science, INFORMS, vol. 9(3), pages 247-262.
    9. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    10. Marchand, André & Hennig-Thurau, Thorsten & Wiertz, Caroline, 2017. "Not all digital word of mouth is created equal: Understanding the respective impact of consumer reviews and microblogs on new product success," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 336-354.
    11. Andrew E. Wilson & Michael D. Giebelhausen & Michael K. Brady, 2017. "Negative word of mouth can be a positive for consumers connected to the brand," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 534-547, July.
    12. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
    13. Chrysanthos Dellarocas & Charles A. Wood, 2008. "The Sound of Silence in Online Feedback: Estimating Trading Risks in the Presence of Reporting Bias," Management Science, INFORMS, vol. 54(3), pages 460-476, March.
    14. Marc Vanhuele & Shuba Srinivasan & Koen Pauwels, 2010. "Mindset Metrics in Market Response Models: An Integrative Approach," Post-Print hal-00528411, HAL.
    15. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    16. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    17. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Steven Chen, 2023. "A counterinsurgent (COIN) framework to defend against consumer activists," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 275-301, July.
    2. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    3. Vasu Unnava & Ashwin Aravindakshan, 2021. "How does consumer engagement evolve when brands post across multiple social media?," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 864-881, September.
    4. Liao, Junyun & Chen, Jiawen & Zhao, Haichuan & Li, Muhua, 2023. "Fanning the flames: Transmitting negative word of mouth of rival brands," Journal of Business Research, Elsevier, vol. 154(C).
    5. Kübler, Raoul V. & Colicev, Anatoli & Pauwels, Koen H., 2020. "Social Media's Impact on the Consumer Mindset: When to Use Which Sentiment Extraction Tool?," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 136-155.
    6. Halloran, Timothy J. & Lutz, Richard J., 2021. "Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 83-95.
    7. Minh T. H. Le, 2023. "Does brand love lead to brand addiction?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 57-68, March.
    8. Dineva, Denitsa & Breitsohl, Jan & Garrod, Brian & Megicks, Philip, 2020. "Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 118-136.
    9. Alberto Lopez & Eva Guerra & Beatriz Gonzalez & Sergio Madero, 2020. "Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(4), pages 203-223, December.
    10. Arenas-Márquez, F.J. & Martínez-Torres, M.R. & Toral, S.L., 2021. "How can trustworthy influencers be identified in electronic word-of-mouth communities?," Technological Forecasting and Social Change, Elsevier, vol. 166(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
    2. Vermeer, Susan A.M. & Araujo, Theo & Bernritter, Stefan F. & van Noort, Guda, 2019. "Seeing the wood for the trees: How machine learning can help firms in identifying relevant electronic word-of-mouth in social media," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 492-508.
    3. Joaquin Sanchez & Carmen Abril & Michael Haenlein, 2020. "Competitive spillover elasticities of electronic word of mouth: an application to the soft drink industry," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 270-287, March.
    4. Xueming Luo & Jie Zhang & Wenjing Duan, 2013. "Social Media and Firm Equity Value," Information Systems Research, INFORMS, vol. 24(1), pages 146-163, March.
    5. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    6. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    7. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    8. Stephanie Meek & Madeleine Ogilvie & Claire Lambert & Maria M. Ryan, 2019. "Contextualising social capital in online brand communities," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 426-444, July.
    9. Blanca I. Hernández-Ortega & Michael A. Stanko & Rishika Rishika & Francisco-Jose Molina-Castillo & José Franco, 2022. "Brand-generated social media content and its differential impact on loyalty program members," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1071-1090, September.
    10. Jonathan Z. Zhang & Chun-Wei Chang, 2021. "Consumer dynamics: theories, methods, and emerging directions," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 166-196, January.
    11. Wang, Jeff Jianfeng & Zhao, Xin & Li, Julie Juan, 2013. "Group Buying: A Strategic Form of Consumer Collective," Journal of Retailing, Elsevier, vol. 89(3), pages 338-351.
    12. Jung Ah Han & Elea McDonnell Feit & Shuba Srinivasan, 2020. "Can negative buzz increase awareness and purchase intent?," Marketing Letters, Springer, vol. 31(1), pages 89-104, March.
    13. Chiara Mauri & Angelo Di Gregorio & Alice Mazzucchelli & Isabella Maggioni, 2017. "The employability of marketing graduates in the era of digitalisation and globalisation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 103-124.
    14. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    15. Chadwick J. Miller & Daniel C. Brannon & Jim Salas & Martha Troncoza, 2021. "Advertising, incentives, and the upsell: how advertising differentially moderates customer- vs. retailer-directed price incentives’ impact on consumers’ preferences for premium products," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1043-1064, November.
    16. Pullig, Chris & Maxham, James III & Hair, Joseph Jr., 2002. "Salesforce automation systems: an exploratory examination of organizational factors associated with effective implementation and salesforce productivity," Journal of Business Research, Elsevier, vol. 55(5), pages 401-415, May.
    17. Stefan Gold & Stefan Seuring & Philip Beske, 2010. "Sustainable supply chain management and inter‐organizational resources: a literature review," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 17(4), pages 230-245, July.
    18. Dominik Gutt & Jürgen Neumann & Steffen Zimmermann & Dennis Kundisch & Jianqing Chen, 2018. "Design of Review Systems - A Strategic Instrument to shape Online Review Behavior and Economic Outcomes," Working Papers Dissertations 42, Paderborn University, Faculty of Business Administration and Economics.
    19. Chilombo, Andrew & Van Der Horst, Dan, 2021. "Livelihoods and coping strategies of local communities on previous customary land in limbo of commercial agricultural development: Lessons from the farm block program in Zambia," Land Use Policy, Elsevier, vol. 104(C).
    20. Mehta, Ritu & Bharadwaj, Apoorva, 2021. "Food advertising targeting children in India: Analysis and implications," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joinma:v:43:y:2018:i:c:p:33-51. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.