Outcomes of cyber-victimization and bystander reactions in online brand communities

Ounvorawong, N., Breitsohl, J. , Lowe, B. and Laffey, D. (2022) Outcomes of cyber-victimization and bystander reactions in online brand communities. International Journal of Electronic Commerce, 26(2), pp. 200-221. (doi: 10.1080/10864415.2022.2050582)

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Online brand communities such as Facebook fan pages 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 differ significantly 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 of the type of reactions from bystanders that they may wish to encourage.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Breitsohl, Dr Jan
Authors: Ounvorawong, N., Breitsohl, J., Lowe, B., and Laffey, D.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:International Journal of Electronic Commerce
Publisher:Taylor and Francis
ISSN (Online):1557-9301
Published Online:02 May 2022
Copyright Holders:Copyright © 2022 Taylor and Francis Group, LLC
First Published:First published in International Journal of Electronic Commerce 26(2):200-221
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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