Browsing by Subject "netnography"

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    • Consumers motivations and roles in rooting for or against underdog consumer 

      Zourrig H.; El Hedhli K. ( Blackwell Publishing Ltd , 2018 , Article)
      When wronged customers feel powerless they could bring publicly their fight against offending firms. Doing so could help to put the perpetrator firms under pressure and urge them to restore fairness. While some consumers ...