"Coming Together to Hurt our Rivals: Schadenfreude's Impact on Brand Co" by Maggie Fegenbush and Lucas Lunt
 
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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

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

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