Brand avoidance behavior in virtual communities

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.