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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

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/149845

Title:	Consumers’ Online Brand Attacking and Defending Under Ideological Polarisation: A Case of Cantopop Group “Mirror”
Authors:	周致遠 Au, Cheuk Hang;Chou, Chih-Yuan;Ho, Kevin K.W
Contributors:	資管系
Date:	2023-12
Issue Date:	2024-02-16 15:02:35 (UTC+8)
Abstract:	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.
Relation:	Proceeding of the 44th International Conference on Information Systems (ICIS 2023), Association for Information Systems (AIS)
Data Type:	conference
Appears in Collections:	[資訊管理學系] 會議論文

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