Consequences of Irritating Brand Behavior on Social Media: Examining Negative Consumer Sentiment
Chonlada Sajjanit
Abstract:Previous studies commonly examined the positive aspects of consumer-brand relationships and positive reactions toward brands. Specifically, fewer researchers have explored negative consumer sentiment toward brands on social networking sites (SNSs). The current study attempts to fill this knowledge gap. It aims to explore the effect of firms' irritating brand behaviors on SNSs on consumers' anti-brand behaviors through their negative feelings i.e., perceived irritation and brand hate. This study used mixed-meth… Show more
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