Journal of Marketing Management ( IF 4.707 ) Pub Date : 2021-03-25 , DOI: 10.1080/0267257x.2021.1900335 Vlad Demsar 1 , Jan Brace-Govan 2 , Gavin Jack 3 , Sean Sands 1
ABSTRACT
Despite its benefits, the online environment fosters darker consumer behaviours including conflict, revenge, and aggression. Trolling has recently entered the marketing lexicon and poses a substantial threat for consumers and brands. However, current understandings of trolling are limited by a lack of empirical research, and a focus on undiscernible ‘trolls’ and their behaviours. Accordingly, the term ‘trolling’ has become a catch-all to describe almost any online misbehaviour. This research takes a broader perspective by examining the historical and discursive conditions that have produced trolling and its social practices. Combining a Foucauldian archaeology with marketing practitioner interviews, this study contributes a comprehensive understanding of trolling as a social phenomenon, the social practices that constitute it, and how trolling is enacted within consumer-brand interactions.
中文翻译:
拖钓的社会现象:理解网络挑衅的话语和社会实践
摘要
尽管有好处,但在线环境会滋生更阴暗的消费者行为,包括冲突、报复和侵略。拖钓最近进入了营销词汇,对消费者和品牌构成了重大威胁。然而,目前对 trolling 的理解由于缺乏实证研究以及对难以辨认的“trolls”及其行为的关注而受到限制。因此,“拖钓”一词已成为描述几乎所有在线不当行为的统称。本研究从更广阔的视角审视了产生 trolling 及其社会实践的历史和话语条件。本研究将福柯考古学与营销从业者访谈相结合,有助于全面了解拖钓作为一种社会现象及其构成的社会实践,