Inés López-López
HumanitiesPolitical science
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Brands have become the target of online collaborative attacks performed by networked consumers who share negative brand content, leading to the so-called online firestorms (OF). Its detrimental eff...
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Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships. Specifically, the authors focus on the individual level through taking a close look at the content that users generate during these attacks.,The authors conducted content analysis to study four recent brand-related OFs that occurred on Twitter.,The results show that brands are at the core of the users’ conversations, although o...
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