When Haters gather in a virtual community… Netnography of a french community called « Les Râleurs en ColRER E » - Archive ouverte HAL
Communication Dans Un Congrès Année : 2023

When Haters gather in a virtual community… Netnography of a french community called « Les Râleurs en ColRER E »

Résumé

This research aims to understand the nature of the exchanges of members of a virtual community of Haters. An exploratory study, based on a netnographic approach, was carried out within a virtual community of users of an RER line angry against the SNCF, in charge of the railway line. The analysis highlights four categories of speech: mostly emotional discourse, through which the members of the community express their feelings towards the SNCF; normative discourse, through which members help each other by sharing information; mixed discourse, both affective and normative; and, more marginally, discourse of a cognitive type, aiming at collecting information. This research enriches the literature on customer relationships by showing that it is not necessarily the love but sometimes the hate of a brand that will constitute the basis of community belonging, and alerts brands to the fact that a broken brand promise can lead customers to form a community to denigrate the brand and harm it.
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Dates et versions

hal-04486016 , version 1 (01-03-2024)

Identifiants

  • HAL Id : hal-04486016 , version 1

Citer

Pierre Buffaz, Virginie Rodriguez. When Haters gather in a virtual community… Netnography of a french community called « Les Râleurs en ColRER E ». EMAC 2023, European Marketing Academy, May 2023, Odense (Danemark), Denmark. ⟨hal-04486016⟩
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