Consumer brand bullying behaviour in online communities of service firms

Breitsohl, J. , Roschk, H. and Feyertag, C. (2018) Consumer brand bullying behaviour in online communities of service firms. In: Bruhn, M. and Hadwich, K. (eds.) Service Business Development: Band 2. Methoden – Erlösmodelle – Marketinginstrumente. Springer Gabler: Wiesbaden, Germany, pp. 289-312. ISBN 9783658224233 (doi: 10.1007/978-3-658-22424-0_13)

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The current study explores consumer brand bullying behaviour in online communities, which we define as a brand specific consumer interaction process during which one consumer harasses or is perceived to harass another consumer or the brand itself. The analysis is based on a sixteen-month netnography of four online brand communities, where we sought to identify this particular consumer misbehaviour and to understand the different forms in which it occurs.

Item Type:Book Sections
Glasgow Author(s) Enlighten ID:Breitsohl, Dr Jan
Authors: Breitsohl, J., Roschk, H., and Feyertag, C.
College/School:College of Social Sciences > Adam Smith Business School > Management
Publisher:Springer Gabler
Published Online:13 June 2018

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