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Consumer Brand Bullying Behaviour in Online Communities of Service Firms

  • Jan BreitsohlEmail author
  • Holger Roschk
  • Christina Feyertag
Chapter

Zusammenfassung

The current study explores consumer brand bullying behaviour in online communities, which we define as a brand specific consumer interaction process during which one consumer harasses or is perceived to harass another consumer or the brand itself. The analysis is based on a sixteen-month netnography of four online brand communities, where we sought to identify this particular consumer misbehaviour and to understand the different forms in which it occurs.

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  • Jan Breitsohl
    • 1
    Email author
  • Holger Roschk
    • 2
  • Christina Feyertag
    • 2
  1. 1.Kent Business SchoolUniversity of KentCanterbury, KentGroßbritannien
  2. 2.Abt. DienstleistungsmanagementAlpen-Adria-Universität KlagenfurtKlagenfurtÖsterreich

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