RT info:eu-repo/semantics/article
T1 Investigating consumers’ motives for consumer brand-cyberbullying on social media
A1 Breitsohl, Jan
A1 Jiménez Torres, Nadia Huitzilin
A1 Roschk, Holger
K1 Brand identification
K1 Cyberbullying
K1 Facebook
K1 Online communities
K1 Online trolling
K1 Social media marketing
K1 Consumidores-Conducta
K1 Consumer behavior
K1 Ciberacoso
K1 Cyberbullying
AB 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.
PB Routledge
SN 0197-2243
YR 2021
FD 2021-09
LK http://hdl.handle.net/10259/9707
UL http://hdl.handle.net/10259/9707
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 22-dic-2024