The Evolution of Consumer Empowerment in the Social Media ERA: A Critical Review

Labrecque, Lauren I.; Esche, Jonas vor dem; Mathwick, Charla; Novak, Thomas; Hofacker, Charles F.

doi:10.1007/978-3-319-10951-0_211

Cited by 4 publications

(2 citation statements)

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“…The current research contributes to the theory in this area by establishing negative transmission as a type of anti-branding that is distinct from previously examined forms and uncovering the unique motivators of this specific anti-branding behavior. This research demonstrates how consumers are empowered, technologically and socially, by social media (Labrecque et al , 2015; Hu and Krishen, 2019) and how this provides a platform for negative transmission that is triggered by CSI and PSF (Kucuk, 2019). Building on these previously explored triggers, a key contribution of this research is the establishment of negative transmission as a more casual and opportunistic form of anti-branding than anti-brand community membership that allows for the amplification of cool brand hate beyond close social ties.…”

Section: Discussionmentioning

confidence: 86%

Transmission of negative brand-relevant content on social media

Powell

Stavros

Dobele

2021

JPBM

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Purpose Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by building on existing anti-branding, brand hate and word-of-mouth literature to explore the factors that lead individuals to engage in the transmission of negative brand-relevant information via social media. Design/methodology/approach A two-phase exploratory design was used. The first stage involved an analysis of negative transmission via comments left on news and brand posts. The second phase of the research involved a series of 13 depth interviews with frequent social media users about their negative brand-relevant transmission behavior to add richness and depth to the findings from the passive observation in the first phase of the research. Findings The first phase of the research demonstrated that negative transmission can be both brand-related (e.g. driven by-product or service failure or corporate irresponsibility) and consumer-related (e.g. driven by self or social motives). The second phase of the research clarified that negative transmission often occurs in the absence of brand hate, particularly when it can be used as a covert method of self-enhancement for the transmitter via downward social comparisons. Originality/value Negative transmission as a form of anti-branding that is more strongly self-related (as opposed to brand) is established, progressing understanding and applications of contemporary media channels. Implications, including how brand-generated controversy and consumer reinforcement can be used to manage negative transmission, are offered.

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Section: Discussionmentioning

confidence: 86%

Transmission of negative brand-relevant content on social media

Powell

Stavros

Dobele

2021

JPBM

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“…However, for consumers to be effective requires breadth (consumption creation and distribution) and intensity (volume, quality, and frequency) of engagement [17]. In contrast, a housing consumer is generally not knowledgeable about the building process, hence the choice of a Volume Builder; sustainability is not functional knowledge so they do not know what to ask for; purchasing a new house is generally a once-off activity; and for Volume Builders they are only one of many customers and generally not a repeat customer.…”

Section: Examining the Theoretical Frameworkmentioning

confidence: 99%

A New Demand-Supply Model to Enable Sustainability in New Australian Housing

Warren‐Myers

Heywood

2018

Sustainability

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Sustainability implementation in new housing in Australia lags much of the developed world's standards and implementation levels for residential sustainability. Various reasons for this are offered via a 'blame game' in a sector plagued by lack of demand, prohibitive costs, and poorly implemented existing energy efficiency regulations. Multiple gaps in traditional supply-led procurement theory inhibits sustainability's implementation in the Australian mass production residential construction system. Once-off consumers are not the key demand actor due to their inability to demand sustainability in a system that limits consumers' choice and demand. Warren-Myers and Heywood (2016) theorized that the mass-producing Volume Builders are the pivotal demand-side actor in mainstreaming sustainability in the Australian new housing system. This paper investigated the Volume Builders' roles and relationships with traditional demand-side actors, housing consumers, and the supply-side's subcontractors and suppliers, to identify the ultimate demand actor that drives the housing industry. The investigation used semi-structured interviews with Volume Builders. The results demonstrated Volume Builders' dominance of the Australian residential mass production construction industry validating their pivotal role as a demand-side actor in a consumption-based demand and supply model. This identifies Volume Builders as the key actor who could then drive wide-spread adoption of sustainability innovation in Australian mass-produced housing.

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Consumer Autonomy and Social Technology: The Case of Social Media Algorithms and the Metaverse

Anker

2024

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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The Evolution of Consumer Empowerment in the Social Media ERA: A Critical Review

Cited by 4 publications

References 0 publications

Transmission of negative brand-relevant content on social media

Transmission of negative brand-relevant content on social media

A New Demand-Supply Model to Enable Sustainability in New Australian Housing

Consumer Autonomy and Social Technology: The Case of Social Media Algorithms and the Metaverse

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