Don’t feed the trolling: rethinking how online trolling is being defined and combated

Golf-Papez, Maja and Veer, Ekant (2017) Don’t feed the trolling: rethinking how online trolling is being defined and combated. Journal of Marketing Management, 33 (15-16). pp. 1336-1354. ISSN 0267-257X

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Abstract

Trolling involves deliberate, deceptive and mischievous attempts to provoke reactions from other online users. Even though trolling causes problems for marketers and consumers, there has been little discussion about what trolling actually is and how marketers should respond to it. The present conceptual study addresses these gaps. First, we present a working, integrative definition of trolling behaviours, arguing that trolling is substantively different from cyberbullying. Next, we present the challenges of current trolling regulations, showing that trolling is sometimes the result of the regulations themselves. The paper concludes with a presentation of the conceptual model of the manifestation of trolling behaviours. The model informs and assists scholars and marketing practitioners concerned with understanding and addressing trolling.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Depositing User: Maja Golf Papez
Date Deposited: 27 Feb 2019 15:36
Last Modified: 01 Jul 2019 15:16
URI: http://sro.sussex.ac.uk/id/eprint/82176

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