2026-04-29T05:54:50Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/97072024-11-19T01:05:08Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

00925njm 22002777a 4500 dc Breitsohl, Jan author Jiménez Torres, Nadia Huitzilin author Roschk, Holger author 2021-09 In this article we offer the first survey-based study on the motivations that spur consumers to bully others about the brands they support on social media, a phenomenon we term “Consumer Brand-Cyberbullying” (CBC). Analyzing data from 1,203 participants of online brand communities, we find that consumers who seek to be popular and attractive are more likely to engage in CBC, while those who seek to affiliate with close others and help the community are less likely to do so. Consumers who identify with and are loyal to a particular brand are more likely to engage in CBC. Taken together, our study moves us toward a systematic analysis of the relationship between brands and cyberbullying on social media. 0197-2243 http://hdl.handle.net/10259/9707 10.1080/01972243.2021.1981507 1087-6537 Brand identification Cyberbullying Facebook Online communities Online trolling Social media marketing Investigating consumers’ motives for consumer brand-cyberbullying on social media