{"id":130843,"date":"2024-06-06T10:00:48","date_gmt":"2024-06-06T08:00:48","guid":{"rendered":"https:\/\/www.campus02.at\/marketing\/?post_type=campus_news&p=130843"},"modified":"2024-06-06T10:47:07","modified_gmt":"2024-06-06T08:47:07","slug":"erfolge-und-erkenntnisse-fh-campus-02-auf-der-emac-2024","status":"publish","type":"campus_news","link":"https:\/\/www.campus02.at\/marketing\/en\/news\/erfolge-und-erkenntnisse-fh-campus-02-auf-der-emac-2024\/","title":{"rendered":"Achievements and Insights: CAMPUS 02 University of Applied Sciences at EMAC 2024"},"content":{"rendered":"

From 28th to 31st May 2024, the 53rd annual conference of the <\/span>European Marketing Academy (EMAC)<\/span><\/a> took place in Bucharest, Romania. This significant conference gathers researchers from around the world each year to discuss the latest developments and insights in the field of marketing. The three days of the conference were packed with exciting paper presentations, poster exhibitions, special sessions, workshops, and meet-the-editor sessions featuring representatives from renowned academic journals.<\/span><\/p>\n

This year, the Department of Marketing & Sales from CAMPUS 02 University of Applied Sciences was also represented at the EMAC. Amidst nearly 1,000 participants, Dr. Ren\u00e9 Hubert Kerschbaumer presented two of our current research projects. This opportunity provided us with a valuable platform to share our research findings with an international audience and receive insightful feedback.
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Presentation on the study: \u201cWhirlwind warnings: Factors driving consumers to engage in negative eWOM towards brand activism on social media.\u201d<\/strong><\/h4>\n

Ursula Haas-Kotzegger, Elena Wibmer, Dietmar Kappel, Ren\u00e9 Hubert Kerschbaumer<\/em><\/p>\n

Dr. Ren\u00e9 Hubert Kerschbaumer presented the study \u201cWhirlwind warnings: Factors driving consumers to engage in negative eWOM towards brand activism on social media\u201d at EMAC 2024 on behalf of his co-authors.<\/p>\n

In an increasingly polarised world, more and more brands are engaging in brand activism by taking a stance on social and political issues such as racial equality, LGBTIQA+, and diversity<\/span>. These initiatives provoke a variety of reactions, particularly on social media platforms like YouTube. Negative responses can pose a significant risk for brands, as negative emotions can spread quickly and potentially cause substantial damage. But what drives consumers to engage in negative eWOM (electronic word of mouth)? This study addresses exactly that question.<\/p>\n

In a qualitative content analysis of over 2,600 YouTube comments on large-scale brand activism campaigns, the driving factors behind negative eWOM intentions were analysed. The results show that three main dimensions influence the rejection of brand activism: consumer-related factors, company-related factors, and channel-related factors.<\/p>\n