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Reason: Under embargo until March 2020. After this date a copy can be supplied under Section 51(2) of the Australian Copyright Act 1968 by submitting a document delivery request through your library
Provoking change: Understanding the object of trolling and its treatment by marketing disciplinary experts
thesis
posted on 2019-03-24, 23:23 authored by VLADIMIR DEMSAROnline trolling has become omnipresent on the internet, in the media, and in popular culture. This thesis analyses the history of online trolling to reveal how this object of knowledge is structured through the dominant discourses of antagonism, deception and vigilantism, as well as any reconfiguration of these. In addition, given trolling is increasingly being directed at firms, brands and marketing communications online, this study explores how marketing industry professionals manage the threat of trolling. It reveals how consumers and marketers exercise specific strategies of control to instigate change through subtle, corrective, and pervasive means.
History
Campus location
AustraliaPrincipal supervisor
Jan Brace GovanAdditional supervisor 1
Gavin JackAdditional supervisor 2
Sean SandsYear of Award
2019Department, School or Centre
MarketingCourse
Doctor of PhilosophyDegree Type
DOCTORATEFaculty
Faculty of Business and EconomicsUsage metrics
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Keywords
TrollingBrand trollingArchaeologyFoucaultDiscourseCrisis managementCustomer revengeCustomer retaliationsocial media crisis managementonline firestormbrand attacksMarketing CommunicationsMarketing Management (incl. Strategy and Customer Relations)Marketing Research MethodologyMarketing TheoryMarketing not elsewhere classified
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