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A Multimodal Discourse-Mythological Approach to Understanding Brand-Based Conflicts in Online Consumer Communities: The Case of Samsung vs. Huawei

Lookup NU author(s): KC Chandrasapth, Professor Natalia Yannopoulou, Professor Klaus Schoefer



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


Online consumer communities relying on peer rather than company shared information, invite polyphony, and often conflict during the re-negotiation of brand exchanged meanings. This paper explores consumers’ archetypal assumed roles during such conversations. Drawing on consumer devotion literature, it sets out to discover i) which archetypes emerge during online conflicts, ii) what are their characteristics and behavioural patterns, iii) what is their role in conflict resolution. Our study adopts the Multimodal Discourse-Mythological Approach and examines consumer disagreement concerning Samsung and Huawei’s competing claims of innovativeness. Our findings identify three archetypes that of the devotee, realist, and adversary. These newly proposed archetypes are further discussed with regards to their role in initiating, amplifying and resolving online conflicts. The study concludes by outlining theoretical and practical implications, along with propositions for future research.

Publication metadata

Author(s): Chandrasapth K, Yannopoulou N, Schoefer K, Liu MJ

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2022

Volume: 144

Pages: 1103-1120

Print publication date: 01/05/2022

Online publication date: 24/02/2022

Acceptance date: 05/02/2022

Date deposited: 06/02/2022

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier


DOI: 10.1016/j.jbusres.2022.02.017


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