Opening the black boxes of consumer misbehaviors: insights from studying online trolling

Golf Papez, Maja and Veer, Ekant (2017) Opening the black boxes of consumer misbehaviors: insights from studying online trolling. In: 2017 Association for Consumer Research Conference, October 26-29 2017, San Diego, CA.

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Abstract

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.

Item Type: Conference or Workshop Item (Paper)
Schools and Departments: School of Business, Management and Economics > Business and Management
Depositing User: Maja Golf Papez
Date Deposited: 01 Mar 2019 09:12
Last Modified: 04 Mar 2019 14:38
URI: http://sro.sussex.ac.uk/id/eprint/82194
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