Firms' strategic behavior versus consumers' behavior: an explanation through the inoculation theory

Amina Djedidi () and Mouhoub Hani ()
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Amina Djedidi: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Our paper sheds light on an unexplored link between consumer behavior and firm behavior. A netnographic study of Smartphone consumers reveals interesting results on a possible impact of the firm strategic behavior on consumer behavior. Our research uses the Inoculation Theory to suggest that the interaction between firms on the public scene can be a possible source of inspiration for consumers who react vertically to the firm and horizontally to its consumers by replicating the same firms interactional scheme with other consumers.

Keywords: inoculation theory; oppositional loyalty; Firm strategic behavior; consumer behavior; consumer resistance. (search for similar items in EconPapers)
Date: 2016-01-20
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Published in Academy of Marketing Science. Marketing Challenges in a Turbulent Business Environment, Springer, 2016, Marketing Challenges in a Turbulent Business Environment, 978-3-319-19427-1. ⟨10.1007/978-3-319-19428-8_109⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01264718

DOI: 10.1007/978-3-319-19428-8_109

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