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

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.