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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.
Full text not available from this repository.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) |
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Schools and Departments: | University of Sussex Business School > 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 |