Coming Together to Hurt our Rivals: Schadenfreude's Impact on Brand Communities

Authors

Maggie Fegenbush
Lucas Lunt, Faculty Mentor

Files

Description

This research addresses this question by using data from X, formerly Twitter, to examine schadenfreude as a potential mechanism driving online liking behavior. Specifically, we look at likes on X posts including final score graphics posted by four specific NFL teams across the 2023 NFL season.

Publication Date

4-17-2024

Disciplines

Higher Education | Scholarship of Teaching and Learning

Recommended Citation

Fegenbush, Maggie and Lunt, Lucas, "Coming Together to Hurt our Rivals: Schadenfreude's Impact on Brand Communities" (2024). 2024 Celebration of Student Scholarship - Poster Presentations. 31.
https://scholarworks.moreheadstate.edu/celebration_posters_2024/31