Bullying in online brand communities-exploring consumers' intentions to intervene

Breitsohl, J. , Jiménez, N., Megicks, P., Krasonikolakis, I., Ramoglou, S., Aagerup, U. and Happer, C. (2022) Bullying in online brand communities-exploring consumers' intentions to intervene. In: Hopfgartner, F., Jaidka, K., Mayr, P., Jose, J. and Breitsohl, J. (eds.) Lecture Notes in Computer Science. Series: Lecture Notes in Computer Science (13618). Springer International Publishing, pp. 436-443. ISBN 9783031190964 (doi: 10.1007/978-3-031-19097-1_30)

Abstract

Research on the psychological and marketing-related predictors of bystanders’ intentions to intervene when consumers are bullied in online brand communities is scarce. Using Structural Equation Modelling and Process Analysis, we investigate bystanders’ concern for social appropriateness as key psychological influence that drives intervention intentions, and further consider two novel moderators. Specifically, when brand followers perceive the victim to be a rival, the effect of social appropriateness on intention to intervene is weaker than when the victim is a supporter. Moreover, when brand followers perceive the community to have a stronger consciousness of kind, the effect of social appropriateness on intention to intervene is more emphasised compared to when the consciousness of kind is perceived to be lower. The same is true for the moderation effect of shared rituals and sense of moral responsibility.

• Item Type: Book Sections
• Additional Information: Published in Social Informatics: Proceedings of the 13th International Conference, SocInfo 2022, Glasgow, UK, October 19–21, 2022
• Status: Published
• Glasgow Author(s) Enlighten ID: Happer, Dr Catherine and Breitsohl, Dr Jan
• Authors: Breitsohl, J., Jiménez, N., Megicks, P., Krasonikolakis, I., Ramoglou, S., Aagerup, U., and Happer, C.
• College/School: College of Social Sciences > Adam Smith Business School > Management; College of Social Sciences > School of Social and Political Sciences > Sociology Anthropology and Applied Social Sciences
• Publisher: Springer International Publishing
• ISBN: 9783031190964