Trolling brands and consumers in the era of social media: The trolling phenomenon in business contexts

Basit Öğe Kaydı
dc.authorscopusid57215069487
dc.contributor.authorOkan, M.
dc.date.accessioned2024-07-18T20:17:29Z
dc.date.available2024-07-18T20:17:29Z
dc.date.issued2024
dc.description.abstractThe author of this chapter reviews the literature on the trolling behaviors of online users and proposes a conceptual framework to elucidate the role of the trolling phenomenon in marketing-related contexts. At first, this chapter presents a comprehensive multidisciplinary investigation that builds upon previous conceptualizations of trolling behaviors. Based on this investigation, the author summarizes the fundamental and distinctive characteristics of trolling acts. Then, this chapter suggests a conceptual framework that explains mechanisms predicting these behaviors and potential outcomes. Finally, this chapter provides a detailed overview of the antecedents and consequences of trolling behaviors by consumers against brands and other consumers in online contexts. © 2024, IGI Global. All rights reserved.en_US
dc.identifier.doi10.4018/979-8-3693-3811-7.ch003
dc.identifier.endpage84en_US
dc.identifier.isbn9798369338124
dc.identifier.isbn9798369338117
dc.identifier.scopus2-s2.0-85189578385en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage68en_US
dc.identifier.urihttps://doi.org/10.4018/979-8-3693-3811-7.ch003
dc.identifier.urihttps://hdl.handle.net/11411/6580
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofGlobalized Consumer Insights in the Digital Eraen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleTrolling brands and consumers in the era of social media: The trolling phenomenon in business contexts
dc.typeBook Chapter

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