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Keywords: Consumer retaliation
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Journal Articles
Journal:
Management Decision
Management Decision 1–32.
Published: 21 April 2026
... drove OBH, which fully mediated its effect on consumer retaliation. Online boycott participation strengthened the OBH –retaliation link, while social media susceptibility predicted OBH but did not significantly moderate the ambivalence–hate relationship. These findings reflect a shift from personal...
