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| Title | Consumers’ Online Brand Attacking and Defending Under Ideological Polarisation: A Case of Cantopop Group “Mirror” |
| Creator | 周致遠 Au, Cheuk Hang;Chou, Chih-Yuan;Ho, Kevin K.W |
| Contributor | 資管系 |
| Date | 2023-12 |
| Date Issued | 16-Feb-2024 15:02:35 (UTC+8) |
| Summary | This paper reports the preliminary findings of a netnographic case study that investigates how online brand defending and attacking behaviours are influenced by ideological polarisation. Mirror, a Cantopop group from Hong Kong that pro-Beijing Internet users have targeted, has been selected as the subject of this study. Our preliminary findings show that online brand defending and attacking behaviours for or against a brand may be explained by a modified, looped Belief-Action-Outcome (BAO) framework under ideological polarisation, which complements existing research on Internet users’ impact on brand management and sheds light on politically-driven online brand-attacking behaviours. Results also show that brand-attacking behaviours would further polarise, and thus de-stabilise society. We plan to collect and incorporate further data for more in-depth analyses for building a holistic model to explain the relationships of ideological polarisation on brand defending and attacking behaviours, and their impacts on business and organisation strategies. |
| Relation | Proceeding of the 44th International Conference on Information Systems (ICIS 2023), Association for Information Systems (AIS) |
| Type | conference |
| dc.contributor | 資管系 | |
| dc.creator (作者) | 周致遠 | |
| dc.creator (作者) | Au, Cheuk Hang;Chou, Chih-Yuan;Ho, Kevin K.W | |
| dc.date (日期) | 2023-12 | |
| dc.date.accessioned | 16-Feb-2024 15:02:35 (UTC+8) | - |
| dc.date.available | 16-Feb-2024 15:02:35 (UTC+8) | - |
| dc.date.issued (上傳時間) | 16-Feb-2024 15:02:35 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/149845 | - |
| dc.description.abstract (摘要) | This paper reports the preliminary findings of a netnographic case study that investigates how online brand defending and attacking behaviours are influenced by ideological polarisation. Mirror, a Cantopop group from Hong Kong that pro-Beijing Internet users have targeted, has been selected as the subject of this study. Our preliminary findings show that online brand defending and attacking behaviours for or against a brand may be explained by a modified, looped Belief-Action-Outcome (BAO) framework under ideological polarisation, which complements existing research on Internet users’ impact on brand management and sheds light on politically-driven online brand-attacking behaviours. Results also show that brand-attacking behaviours would further polarise, and thus de-stabilise society. We plan to collect and incorporate further data for more in-depth analyses for building a holistic model to explain the relationships of ideological polarisation on brand defending and attacking behaviours, and their impacts on business and organisation strategies. | |
| dc.format.extent | 122 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | Proceeding of the 44th International Conference on Information Systems (ICIS 2023), Association for Information Systems (AIS) | |
| dc.title (題名) | Consumers’ Online Brand Attacking and Defending Under Ideological Polarisation: A Case of Cantopop Group “Mirror” | |
| dc.type (資料類型) | conference |