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Antagonism within online brand communities

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Weijo, Henri
dc.contributor.author Lê, Phuong Anh
dc.date.accessioned 2019-05-26T16:02:17Z
dc.date.available 2019-05-26T16:02:17Z
dc.date.issued 2019
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/38121
dc.description.abstract Perceived benefits of brand community participation, engagement and value co-creation have been underlined in past marketing researches. However, recent research papers have directed focus to outbreak of tensions within these communities. This study illuminates the characteristics of antagonistic consumers who incite communal conflicts and their interactions with the rest of the community. Netnographic methods were employed in conducting the research and the drama that happens within an online game brand community was chosen as the research context. Three groups of antagonistic consumers were identified, including trolls, hostile purists and crusaders. As a response to antagonists’ transgression, the community engages in a continuous learning process, develop new interpretations of brand meanings, habitualise deviant behaviours, as well as devise a resistance mechanism. The study suggests implications on value co-creation process and the role that antagonistic consumption has in the continuation of brand community. It also offers insights to marketers to leverage brand relationship that can help them handle antagonism. en
dc.format.extent 45
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Antagonism within online brand communities en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword online brand community en
dc.subject.keyword antagonism en
dc.subject.keyword co-creation en
dc.subject.keyword netnography en
dc.identifier.urn URN:NBN:fi:aalto-201905263207
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Marketing en
dc.location P1 I fi
local.aalto.electroniconly yes
local.aalto.openaccess yes


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