A multimodal discourse-mythological approach to understanding brand-based conflicts in online consumer communities: The case of Samsung vs. Huawei

Koblarp Chandrasapth, Natalia Yannopoulou, Klaus Schoefer and Martin J. Liu

Journal of Business Research, 2022, vol. 144, issue C, 1103-1120

Abstract: Online consumer communities relying on peer rather than company shared information, invite polyphony, and often conflict during the re-negotiation of brand exchanged meanings. This paper explores consumers’ archetypal assumed roles during such conversations. Drawing on consumer devotion literature, it sets out to discover i) which archetypes emerge during online conflicts, ii) what are their characteristics and behavioural patterns, iii) what is their role in conflict resolution. Our study adopts the Multimodal Discourse-Mythological Approach and examines consumer disagreement concerning Samsung and Huawei’s competing claims of innovativeness. Our findings identify three archetypes that of the devotee, realist, and adversary. These newly proposed archetypes are further discussed with regards to their role in initiating, amplifying and resolving online conflicts. The study concludes by outlining theoretical and practical implications, along with propositions for future research.

Keywords: Online communities; Conflict; Brand; Archetype; Consumer devotion (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296322001333
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:144:y:2022:i:c:p:1103-1120

DOI: 10.1016/j.jbusres.2022.02.017

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().