Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14365/2579
Title: Brand Avoidance Behavior in Virtual Communities
Authors: Demirbağ Kaplan, Melike
Ati̇k, Deniz
Gurkaynak, Nilgun
Keywords: Brand avoidance
Virtual communities
Social networks
Eksi Sozluk
Qualitative method
Social-Influence
Consumer
Consumption
Activism
Internet
Publisher: Bilgesel Yayincilik San & Tic Ltd
Abstract: Brand avoidance behavior in virtual communities This study sought to understand the presence and role of virtual communities in brand avoidance behavior To this aim, consumer quotations regarding specific brands in Eksi Sozluk, which is one of the leading social media platforms in Turkey, were analyzed using a qualitative approach. The paper investigates the extent to which these perspectives can be classified in accordance with brand avoidance motives stated in present literature and aims to see if new dynamics exist. The study offers a new categorization for the reasons behind brand avoidanceIn addition, it contributes to the literature by highlighting a new dimension which emphasizes that repulsive marketing communication strategies could also lead to such avoidance.
URI: https://doi.org/10.3848/iif.2011.300.2957
https://hdl.handle.net/20.500.14365/2579
ISSN: 1300-610X
1308-4658
Appears in Collections:WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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