2026-04-29T08:40:28Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/110552025-11-14T01:05:35Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732
Repositorio Institucional de la Universidad de Burgos
author
Breitsohl, Jan
author
Jiménez Torres, Nadia Huitzilin
author
Roschk, Holger
author
Megicks, P.R.
author
Aagerup, U.
2025-11-13T12:54:12Z
2025-11-13T12:54:12Z
2025-11
0197-2243
https://hdl.handle.net/10259/11055
10.1080/01972243.2025.2579816
1087-6537
Companies like Manchester United and Nike host some of the largest online communities on social media to promote their brands. Increasingly, these communities experience incidents of cyberbullying amongst their members. Drawing on research from information studies, psychology, and marketing, we report on observations of eight online brand communities to reveal four conceptual elements – Aggression, Interpersonality, Reinforcing Platform Architecture, and Identity Focus – of consumer brand-cyberbullying (Study 1). Subsequently, we use survey data to show that a key explanation for why consumers who identify with brands bully others lies in their materialistic aspirations, and the extent of this depends on their online community participation, prior cyber-bullying experiences, and brand involvement (Study 2). Our findings provide insights for companies in shaping their policies and interventions to address this problematic behavior of online consumers.
eng
Atribución 4.0 Internacional
Aggression
Consumer-toconsumer interactions
Cyberbullying
Online communities
Social media
Consumer brand-cyberbullying in online brand communities: A conceptual and empirical extension
info:eu-repo/semantics/article
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URL
https://riubu.ubu.es/bitstream/10259/11055/1/Breitsohl-if_2025.pdf
File
MD5
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application/pdf
Breitsohl-if_2025.pdf