Abstract
Purpose: The current literature views word-of-mouth (WOM) as unidirectional communication in which consumers transmit either positive or negative messages based on their consumption experiences. Becoming visible in online forums, however, are consumers who engage in WOM as part of interactions with other consumers. This article investigates a phenomenon frequently occurring in these interactions; consumers who defend brands againts others' negative WOM. Design/methodology/approach: We investigated the online defense phenomenon in its natural setting using an online ethnography, known as a netnography. Findings: This study provides empirical evidence for the existence of six different defense styles, as well as details of the identified factors underlying consumers' choices of defense styles. Moreover, our analysis highlights the different outcomes of various brand-defending behaviors and illustrates that this consumer phenomenon can be effective in preventing the spread of negative WOM or mitigating its impact. Research limitations/implications: Future research could benefit from testing our findings in other national contexts in order to examine their generalizability. Practical implications: Companies are increasingly allocating resources to the monitoring of online conversations so as to be able to respond to criticims in social media. Our findings indicate that other consumers frequently respond to these complaints before the companies do. These brand-defenders could replace some of the sources companies currently devote to social media. Originality/value: Our study identifies brand-defending as a new WOM acitivity, thus extending the concept of WOM beyond praising and complaining. In addition, this study suggest that consumers who counter negative messages are not necessarily loyal, as previously assumed, but rather motivated by a sense of justice or a need for self-enhancement.