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
Research article (journal)
Peer reviewed
Yes
Publication status
Published
Year
2018
Journal
Journal of Interactive Marketing
Volume
43
Start page
33
End page
51
Language
English
ISSN
1094-9968DO - https://doi.org/10.1016/j.intmar.2018.01.003
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