Colliander, Jonas, and Anders Hauge Wien. "Trash talk rebuffed: consumers' defense of companies criticized in online communities." European Journal of Marketing 47.10 (2013): 1733-1757.

This article explores the phenomenon of consumers defending companies and brands in online forums, a notable deviation from the traditional view of word-of-mouth (WOM) communication as unidirectional. Utilizing netnography, the study uncovers six distinct defense styles employed by consumers and identifies the motivations behind these choices. The findings demonstrate that consumer defenses can significantly mitigate the impact of negative WOM. Although future research is needed to test the effectiveness of these defense styles further, the study suggests practical implications for companies to leverage these consumer behaviors as a buffer against negative WOM, potentially reallocating resources dedicated to social media monitoring. This research contributes to the WOM literature by recognizing company and brand defense as a new form of WOM activity, driven not only by loyalty but also by a sense of justice or a desire for self-enhancement.