Social Network-Based Anti-Brand Communities Opposing Sponsors of Sport Teams

Titelangaben

Popp, Bastian ; Horbel, Chris ; Germelmann, Claas Christian:
Social Network-Based Anti-Brand Communities Opposing Sponsors of Sport Teams.
2015
Veranstaltung: 23rd European Association of Sport Management Conference , 09.-12.09.2015 , Dublin, Ireland.
(Veranstaltungsbeitrag: Kongress/Konferenz/Symposium/Tagung , Vortrag )
DOI: https://doi.org/10.13140/RG.2.1.1668.9124

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Abstract

Social networks such as Facebook have become a fundamental venue for positive sport-related interaction. However, social media provide also a perfect platform for negative communication and anti-brand communities which are forming around common aversions toward a specific brand (Hollenbeck & Zinkhan, 2006). Emerging research suggests negative consequences of anti-brand communities opposing a sport team, both for the team itself and for its sponsors. Spillover effects from the team to the sponsor occur as members of the community may also dislike related sponsors (Hickman & Lawrence, 2010). However, communities which do not oppose a sport team, but its sponsor and the sponsorship, have not been studied yet. Therefore, our research aims to identify the nature and the consequences of anti-brand communities which built around the shared aversion of a sponsorship.