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Opening the black boxes of consumer misbehaviors: insights from studying online trolling
Online consumer misbehaviors, such as trolling, are widespread and poorly understood. Using actor-network theory, we explore the assemblages of human and non-human entities participating in trolling, showing that rather than managing misbehaving consumers, marketing practitioners should manage the socio-technical networks that allow and fuel these misbehaviors.
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Publication status
- Published
Presentation Type
- paper
Event name
2017 Association for Consumer Research ConferenceEvent location
San Diego, CAEvent type
conferenceEvent date
October 26-29 2017Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2019-03-01Usage metrics
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