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).