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Outcomes of Cyber-victimization and Bystander Reactions in Online Brand Communities

Ounvorawong, Nuttakon, Breitsohl, Jan, Lowe, Ben, Laffey, Des (2022) Outcomes of Cyber-victimization and Bystander Reactions in Online Brand Communities. International Journal of Electronic Commerce, 26 (2). pp. 200-221. ISSN 1086-4415. E-ISSN 1557-9301. (doi:10.1080/10864415.2022.2050582) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:92684)

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Abstract

Online brand communities such as Facebook fanpages show an increasing level of cyber-victimization, which is where a community member is bullied by another member. Based on the cyber-victimization literature in psychology, we designed an experiment that explores how cyber-victimization affects three commercial outcomes, namely a victim’s positive word-of-mouth intentions, community satisfaction and community following intentions. Using a survey of 387 community members with past cyber-victimization experiences, our results show that outcomes significantly differ in relation to the severity of cyber-victimization (severe vs mild) and the reactions (defending vs reinforcing vs pretending) from bystanders (i.e. uninvolved community members who witness the cyber-victimization incident). Our findings offer brand managers a better understanding of the undesirable effects of cyber-victimization in online brand communities, and on the type of reactions from bystanders that they may like to encourage.

Item Type: Article
DOI/Identification number: 10.1080/10864415.2022.2050582
Uncontrolled keywords: Consumer misbehavior; Consumer interactions; Online community; Social media; Brands
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Benjamin Lowe
Date Deposited: 18 Jan 2022 14:54 UTC
Last Modified: 03 May 2022 08:04 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/92684 (The current URI for this page, for reference purposes)
Breitsohl, Jan: https://orcid.org/0000-0002-3337-5533
Lowe, Ben: https://orcid.org/0000-0002-5041-600X
Laffey, Des: https://orcid.org/0000-0001-5502-0250
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