#2281. Why Do People Initiate an Online Firestorm? The Role of Sadness, Anger, and Dislike

August 2026publication date
Proposal available till 30-05-2025
4 total number of authors per manuscript3510 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Economics and Econometrics;
Business and International Management;
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Abstract:
Brands have become the target of online collaborative attacks performed by networked consumers who share negative brand content, leading to the so-called online firestorms (OF). Its detrimental effects on reputation, sales, and stock market performance make the understanding of OF emergence a managerial priority as well as an interesting area for academic research. We adopt a novel perspective in the analysis by drawing on the appraisal theory of emotions to dig in the emotional nature of the phenomena.
Keywords:
Anger; brand attacks; brand reactions; brands; dislike; online brands; online emotionality; online firestorms; revenge; sadness

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