RT info:eu-repo/semantics/article
T1 Consumer brand-cyberbullying in online brand communities: A conceptual and empirical extension
A1 Breitsohl, Jan
A1 Jiménez Torres, Nadia Huitzilin
A1 Roschk, Holger
A1 Megicks, P.R.
A1 Aagerup, U.
K1 Aggression
K1 Consumer-toconsumer interactions
K1 Cyberbullying
K1 Online communities
K1 Social media
K1 Ciberacoso
K1 Cyberbullying
K1 Consumidores
K1 Consumers
AB 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.
PB Routledge
SN 0197-2243
YR 2025
FD 2025-11
LK https://hdl.handle.net/10259/11055
UL https://hdl.handle.net/10259/11055
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 29-abr-2026