Consumer devotion to a different height How consumers are defending the brand within Facebook brand communities

摘要

Purpose - Effective handling of negative word of mouth in the social media has dramatic impact on customer retention, deflects potential damage and improves profitability. Although marketers enact various defensive strategies to combat such negative publicity, consumers are increasingly acting on behalf of marketers and new value creating behaviors are noticed within virtual brand communities. The purpose of this paper is to explore the kind of consumers' defensive behaviors present within Facebook brand communities (FBCs).