Firms' strategic behavior versus consumers' behavior: an explanation through the inoculation theory

Amina Djedidi (1) , Mouhoub Hani

1 IRG - Institut de Recherche en Gestion

Our paper sheds light on an unexplored link between consumer behavior and firm behavior. A netnographic study of Smartphone consumers reveals interesting results on a possible impact of the firm strategic behavior on consumer behavior. Our research uses the Inoculation Theory to suggest that the interaction between firms on the public scene can be a possible source of inspiration for consumers who react vertically to the firm and horizontally to its consumers by replicating the same firms interactional scheme with other consumers.

Mots clés: inoculation theory; oppositional loyalty; Firm strategic behavior; consumer behavior; consumer resistance.

Domaines: Gestion et management

Amina Djedidi, Mouhoub Hani. Firms' strategic behavior versus consumers' behavior: an explanation through the inoculation theory: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress. Academy of Marketing Science. Marketing Challenges in a Turbulent Business Environment, Springer, 2016, Marketing Challenges in a Turbulent Business Environment, 978-3-319-19427-1. ⟨10.1007/978-3-319-19428-8_109⟩. ⟨hal-01264718⟩