2026-04-21T12:06:34Zhttps://riubu.ubu.es/oai/request

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

00925njm 22002777a 4500 dc Breitsohl, Jan author Jiménez Torres, Nadia Huitzilin author Roschk, Holger author Megicks, P.R. author Aagerup, U. author 2025-11 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. 0197-2243 https://hdl.handle.net/10259/11055 10.1080/01972243.2025.2579816 1087-6537 Aggression Consumer-toconsumer interactions Cyberbullying Online communities Social media Consumer brand-cyberbullying in online brand communities: A conceptual and empirical extension