Why Do People Initiate an Online Firestorm? The Role of Sadness, Anger, and Dislike

Volume: 25, Issue: 3, Pages: 313 - 337
Published: Jul 3, 2021
Abstract
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 effects on reputation, sales, and stock market performance make the understanding of OF emergence a managerial priority as well as an interesting area for academic research. We adopt a novel perspective in the analysis by drawing on the appraisal theory...
Paper Details
Title
Why Do People Initiate an Online Firestorm? The Role of Sadness, Anger, and Dislike
Published Date
Jul 3, 2021
Volume
25
Issue
3
Pages
313 - 337
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