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

Ilhan Behice Ece, Kübler Raoul, Pauwels Koen


Keywords
Social media; eWOM; Rival brands; Brand engagement; Attack; Defense; Across pages; Sentiment analysis; Time series analysis



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2018

Journal
Journal of Interactive Marketing

Volume
43

Start page
33

End page
51

Pages range
33-51

ISSN
1094-9968DO - https://doi.org/10.1016/j.intmar.2018.01.003

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