Abstract
Brands have long been advised to not post or encourage negative messages about competing brands; but individual users independently posting “snark” or celebrating the travails of competing brands via social media is common. This study investigates how schadenfreude, pleasure derived from another’s misfortune, generated by negative social media posts about competing brands affects brand perceptions and attitudes among those of varying degrees of brand identification. This research employs a 2 (post target: ingroup brand vs. outgroup competitor) × 2 (valence of post: positive vs. negative) experiment (N = 108). Results reveal effects of positive-ingroup messages and negative-outgroup messages desired by the brand, moderated by brand identification. Negative-outgroup messages positively influenced perceptions of commitment, affect, and intent to purchase. In short, peer-generated snark about a competitor brand on social media can be beneficial, particularly among those already strongly associating with the preferred brand. Findings are of interest to practitioners monitoring and scholars investigating brand social media activity.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Current Issues & Research in Advertising
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
