2026-06-18T06:53:56Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/97072024-11-19T01:05:08Zcom_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
2024-11-18T11:23:04Z
2024-11-18T11:23:04Z
2021-09
0197-2243
http://hdl.handle.net/10259/9707
10.1080/01972243.2021.1981507
1087-6537
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.
eng
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Brand identification
Cyberbullying
Facebook
Online communities
Online trolling
Social media marketing
Investigating consumers’ motives for consumer brand-cyberbullying on social media
info:eu-repo/semantics/article
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URL
https://riubu.ubu.es/bitstream/10259/9707/1/Breitshohl-tis_2021.pdf
File
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application/pdf
Breitshohl-tis_2021.pdf