How Anti-Brand Activism Generated From Negative Online Word of Mouth on Customer-Run Communities: Th...
How Anti-Brand Activism Generated From Negative Online Word of Mouth on Customer-Run Communities: The Moderating Role of Physical Discomfort
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New Taipei City: Academy of Taiwan Information Systems Research
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English
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New Taipei City: Academy of Taiwan Information Systems Research
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Contents
The rising power of social media is undeniable in brands' health and consumers confidence. This study explores the influence of negative online word of mouth on brand hate and anti-brand activism behavior. Additionally, psychological discomfort is treated as a moderator to examine the influence on the relationships mentioned above. A quantitative s...
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How Anti-Brand Activism Generated From Negative Online Word of Mouth on Customer-Run Communities: The Moderating Role of Physical Discomfort
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TN_cdi_proquest_journals_3167730031
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https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_3167730031
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ISSN
2073-9729
DOI
10.7903/ijecs.2298
