NATIONAL HATE TOWARDS GLOBAL BRANDS

Yıl 2023, Cilt: 10 Sayı: 22, 335 - 356, 30.08.2023

Şahver Omerakı Çekirdekci Esra Erarslan

https://doi.org/10.58884/akademik-hassasiyetler.1327729

Cited By: 1

Öz

Brand hate refers to a phenomenon in which consumers develop negative emotions and relationships towards brands. Given the empowerment of consumers on social media, the construct has increasingly attracted the attention of marketing scholars and practitioners. The objective of this paper is to explore how consumer generated content in social media platforms enable the development of brand hate. On February 6th, 2023, a devastating earthquake affected 10 provinces in Turkey leading to the death of more than 50000 citizens. While several institutions immediately started taking measures to help those in need, some brands remained silent on social media. This silence initiated consumers’ social media protest. Data was collected from the official social media accounts of two global brands, Starbucks and Netflix, and data was analyzed using sentiment analysis. The research findings advance current research on brand hate in several ways: the phenomenon is explored in the intersection of several antecedents, employing an emotional and relationship perspective, collecting data from a collectivistic culture, and using new data collection and analysis methods.

Anahtar Kelimeler

brand hate, brands, brand emotions, brand relationships, social media

KÜRESEL MARKALARA ULUSAL NEFRET

Öz

Marka nefreti, tüketicilerin markalara karşı olumsuz duygular ve ilişkiler geliştirdiği bir olguyu ifade eder. Tüketicilerin sosyal medyada yetkilendirilmesi göz önüne alındığında, konu, pazarlama akademisyenlerinin ve uygulayıcılarının dikkatini giderek daha fazla çekmektedir. Bu makalenin amacı, sosyal medya platformlarında tüketici tarafından oluşturulan içeriğin marka nefretinin gelişimini nasıl sağladığını keşfetmektir. 6 Şubat 2023’te Türkiye'de 10 ili etkileyen yıkıcı bir deprem, 50.000’den fazla vatandaşın ölümüne yol açtı. Birçok kurum ihtiyaç sahiplerine yardım için hemen önlem almaya başlarken, bazı markalar sessiz kaldı. Bu sessizlik tüketicilerin sosyal medya protestosunu başlattı. Veriler, iki küresel marka olan Starbucks ve Netflix’in resmi sosyal medya hesaplarından toplanmış ve veriler duygu analizi kullanılarak analiz edilmiştir. Araştırma bulguları, marka nefreti üzerine mevcut araştırmaları çeşitli şekillerde ilerletiyor: kavram, birkaç öncülün kesiştiği noktada, duygusal ve ilişkisel bir bakış açısıyla, kolektivist bir kültürden veri toplanarak ve yeni veri toplama ve analiz yöntemleri kullanılarak açıklanmıştır.

Anahtar Kelimeler

marka nefreti, markalar, marka duyguları, marka ilişkileri, sosyal medya

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