2026-04-29T05:06:54Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/110552025-11-14T01:05:35Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

Breitsohl, Jan 0215f6d0-38f9-4bc0-a1b3-86cf9946ccd3 600 Jiménez Torres, Nadia Huitzilin 305 600 0000-0001-5771-2971 Roschk, Holger 09aee34e-e6b2-4ee2-9240-67d5a2f23744 600 Megicks, P.R. e05fa39b-feb1-4ea4-8171-fc052786e4c8 Aagerup, U. ddfe3716-b7bb-4c5b-a8ca-e6ec14a309b2 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. application/pdf eng Routledge The Information Society: An International Journal. 2025 https://doi.org/10.1080/01972243.2025.2579816 Atribución 4.0 Internacional http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess Aggression Consumer-toconsumer interactions Cyberbullying Online communities Social media Ciberacoso Consumidores Cyberbullying Consumers Consumer brand-cyberbullying in online brand communities: A conceptual and empirical extension info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion The Information Society 1 36 THUMBNAIL Breitsohl-if_2025.pdf.jpg Breitsohl-if_2025.pdf.jpg IM Thumbnail image/jpeg 4318 https://riubu.ubu.es/bitstream/10259/11055/4/Breitsohl-if_2025.pdf.jpg b858facd6189188ff3ae9c7cff741a40 MD5 4 LICENSE license.txt license.txt text/plain; charset=utf-8 999 https://riubu.ubu.es/bitstream/10259/11055/3/license.txt b295bcbce42e2caabeb0c623d3860c06 MD5 3 CC-LICENSE license_rdf license_rdf application/rdf+xml; charset=utf-8 908 https://riubu.ubu.es/bitstream/10259/11055/2/license_rdf 0175ea4a2d4caec4bbcc37e300941108 MD5 2 ORIGINAL Breitsohl-if_2025.pdf Breitsohl-if_2025.pdf application/pdf 2993916 https://riubu.ubu.es/bitstream/10259/11055/1/Breitsohl-if_2025.pdf ca2109d72b126f8183f1e6c7185a511d MD5 1 10259/11055 oai:riubu.ubu.es:10259/11055 2025-11-14 02:05:35.893 Repositorio Institucional de la Universidad de Burgos bubrep@ubu.es RWwgYXV0b3IgY29tbyDDum5pY28gdGl0dWxhciBkZSBsb3MgZGVyZWNob3MgZGUgcHJvcGllZGFkIGludGVsZWN0dWFsIGRlIGxhIG9icmEsIG8gZGlzcG9uaWVuZG8gZGUgbG9zIGRlYmlkb3MgcGVybWlzb3MgZGUgbG9zIG90cm9zIHRpdHVsYXJlcywgc2kgbG9zIGh1YmllcmEsIHkgZW4gdmlydHVkIGRlIGxvcyBkZXJlY2hvcyBxdWUgbGUgY29uZmllcmUgbGEgbGVnaXNsYWNpw7NuIHZpZ2VudGUgc29icmUgcHJvcGllZGFkIGludGVsZWN0dWFsIHkgZGVyZWNob3MgZGUgYXV0b3IsIA0KQVVUT1JJWkEgYSBsYSBVbml2ZXJzaWRhZCBkZSBCdXJnb3MgYSBkaWZ1bmRpciwgZGUgbWFuZXJhIGdyYXR1aXRhLCBlbCBjb250ZW5pZG8gZGUgbG9zIGFyY2hpdm9zIGRpZ2l0YWxlcyBxdWUgY29ycmVzcG9uZGVuIGFsIGRvY3VtZW50byBkZXNjcml0byBhbnRlcmlvcm1lbnRlLCBjb24gY2Fyw6FjdGVyIG5vIGV4Y2x1c2l2byB5IGRlIG1hbmVyYSBww7pibGljYSBlbiBhY2Nlc28gYWJpZXJ0byBhIHRyYXbDqXMgZGUgSW50ZXJuZXQsIHBhcmEgbG8gcXVlIGxhIEJpYmxpb3RlY2EgcHJvY2VkZXLDoSBhIGFyY2hpdmFybG9zIGVuIGVsIFJlcG9zaXRvcmlvIEluc3RpdHVjaW9uYWwuIEFzaW1pc21vIGF1dG9yaXphIGEgbGEgVW5pdmVyc2lkYWQgZGUgQnVyZ29zIGEgcmVhbGl6YXIgbGFzIHRyYW5zZm9ybWFjaW9uZXMgbmVjZXNhcmlhcyBkZSBmb3JtYXRvLCBubyBkZSBjb250ZW5pZG8sIHBhcmEgZ2FyYW50aXphciBsYSBwcmVzZXJ2YWNpw7NuIHkgZWwgYWNjZXNvIGVuIGVsIGZ1dHVyby4NCg0KRWwgYXV0b3IgZGlzcG9uZSwgZW4gdG9kbyBjYXNvLCBkZWwgZGVyZWNobyBhIHJldm9jYXIgZXN0YSBhdXRvcml6YWNpw7NuLg0KDQpMYSBjZXNpw7NuIGRlIGRlcmVjaG9zIGRlIGVzdGEgb2JyYSBzZSBlbmN1ZW50cmEgc3VqZXRhIGEgbGEgbGVnaXNsYWNpw7NuIHZpZ2VudGUgc29icmUgcHJvcGllZGFkIGludGVsZWN0dWFsIHkgZGVyZWNob3MgZGUgYXV0b3Iu