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    政大機構典藏 > 商學院 > 資訊管理學系 > 會議論文 >  Item 140.119/149845


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    題名: Consumers’ Online Brand Attacking and Defending Under Ideological Polarisation: A Case of Cantopop Group “Mirror”
    作者: 周致遠
    Au, Cheuk Hang;Chou, Chih-Yuan;Ho, Kevin K.W
    貢獻者: 資管系
    日期: 2023-12
    上傳時間: 2024-02-16 15:02:35 (UTC+8)
    摘要: This paper reports the preliminary findings of a netnographic case study that investigates how online brand defending and attacking behaviours are influenced by ideological polarisation. Mirror, a Cantopop group from Hong Kong that pro-Beijing Internet users have targeted, has been selected as the subject of this study. Our preliminary findings show that online brand defending and attacking behaviours for or against a brand may be explained by a modified, looped Belief-Action-Outcome (BAO) framework under ideological polarisation, which complements existing research on Internet users’ impact on brand management and sheds light on politically-driven online brand-attacking behaviours. Results also show that brand-attacking behaviours would further polarise, and thus de-stabilise society. We plan to collect and incorporate further data for more in-depth analyses for building a holistic model to explain the relationships of ideological polarisation on brand defending and attacking behaviours, and their impacts on business and organisation strategies.
    關聯: Proceeding of the 44th International Conference on Information Systems (ICIS 2023), Association for Information Systems (AIS)
    資料類型: conference
    顯示於類別:[資訊管理學系] 會議論文

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