Snark Happens: Effects of Schadenfreude on Brand Attitudes

Abstract

Brands have long been advised to not post or encourage negative messages about competing brands; but individual users independently posting “snark” or celebrating the travails of competing brands via social media is common. This study investigates how schadenfreude, pleasure derived from another’s misfortune, generated by negative social media posts about competing brands affects brand perceptions and attitudes among those of varying degrees of brand identification. This research employs a 2 (post target: ingroup brand vs. outgroup competitor) × 2 (valence of post: positive vs. negative) experiment (N = 108). Results reveal effects of positive-ingroup messages and negative-outgroup messages desired by the brand, moderated by brand identification. Negative-outgroup messages positively influenced perceptions of commitment, affect, and intent to purchase. In short, peer-generated snark about a competitor brand on social media can be beneficial, particularly among those already strongly associating with the preferred brand. Findings are of interest to practitioners monitoring and scholars investigating brand social media activity.