Keywords

anti-brand websites, web 2.0, electronic word of mouth, uncontrolled marketing communications, social media

Document Type

Proceedings Abstract

Description

The emergence of Web 1.0 began an evolution in electronic communication. This platform resulted in a unidirectional communication flow (e.g. firm to consumer) that featured firms generating messages for public consumption. Web 1.0 gave rise to Web 2.0 and 3.0 platforms that facilitate bi-directional communication between firms and the public. This new method has resulted in an increase in consumer empowerment to create and disseminate marketing messages of their own (Williams, Crittenden, Keo, & McCarty, 2012). Third party stakeholders are disseminating electronic word-of-mouth communications about companies through the use of video, reviews, forums, microblogs and multiple other channels (Gil-Or, 2010). One important and rapidly growing outlet for these uncontrolled marketing communications is the anti-brand website (Bailey, 2004). Anti-brand websites provide a convenient and highly viewable platform for consumers, current and former employees, vendors and other parties interested in the targeted firm and/or brand, to share information as well as their opinions about a company’s products or services. Anti-brand websites are rapidly growing in quantity, scope, breadth, and perhaps influence. Large corporations are taking notice and are reported to be responding in a generally ad hoc fashion (Wolrich, 2005).

 

A Systematic Review of Anti-Brand Website Literature: What We Know and What We Need To Know

The emergence of Web 1.0 began an evolution in electronic communication. This platform resulted in a unidirectional communication flow (e.g. firm to consumer) that featured firms generating messages for public consumption. Web 1.0 gave rise to Web 2.0 and 3.0 platforms that facilitate bi-directional communication between firms and the public. This new method has resulted in an increase in consumer empowerment to create and disseminate marketing messages of their own (Williams, Crittenden, Keo, & McCarty, 2012). Third party stakeholders are disseminating electronic word-of-mouth communications about companies through the use of video, reviews, forums, microblogs and multiple other channels (Gil-Or, 2010). One important and rapidly growing outlet for these uncontrolled marketing communications is the anti-brand website (Bailey, 2004). Anti-brand websites provide a convenient and highly viewable platform for consumers, current and former employees, vendors and other parties interested in the targeted firm and/or brand, to share information as well as their opinions about a company’s products or services. Anti-brand websites are rapidly growing in quantity, scope, breadth, and perhaps influence. Large corporations are taking notice and are reported to be responding in a generally ad hoc fashion (Wolrich, 2005).