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Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers (2023)
Journal Article
Dineva, D., Breitsohl, J., Roschk, H., & Hosseinpour, M. (in press). Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers. International Marketing Review, https://doi.org/10.1108/imr-12-2021-0368

Purpose Since the start of the COVID-19 pandemic, one dark social-media phenomenon in particular has experienced a significant rise: consumer-to-consumer (C2C) conflicts, i.e. consumers who verbally attack each other in response to COVID-19 service... Read More about Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers.

Social media conflicts during the financial crisis: Managerial implications for retail banks (2019)
Journal Article
Dineva, D., Lu, X., & Breitsohl, J. (2019). Social media conflicts during the financial crisis: Managerial implications for retail banks. Strategic Change, 28(5), 381-386. https://doi.org/10.1002/jsc.2292

Social media can be used proactively to disseminate accurate corporate information and address undesirable consumer behaviors online in order to help counteract negativity in the business environment in the wake of a financial crisis. Social media th... Read More about Social media conflicts during the financial crisis: Managerial implications for retail banks.

Corporate conflict management on social media brand fan pages (2017)
Journal Article
Dineva, D. P., Breitsohl, J., & Garrod, B. (2017). Corporate conflict management on social media brand fan pages. Journal of Marketing Management, 33(9-10), 679-698. https://doi.org/10.1080/0267257x.2017.1329225

A recent development in the literature on social-media brand fan pages is the investigation of hostile consumer-to-consumer interactions. Existing research has thus far concentrated on the reasons why consumers engage in such online conflicts. In com... Read More about Corporate conflict management on social media brand fan pages.