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

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  • نوع التسجيلة:
    Electronic Resource
  • الدخول الالكتروني :
    https://kar.kent.ac.uk/92684/
    https://www.tandfonline.com/doi/full/10.1080/10864415.2022.2050582
    https://kar.kent.ac.uk/92684
    https://www.tandfonline.com/doi/full/10.1080/10864415.2022.2050582
    10.1080/10864415.2022.2050582
  • معلومة اضافية
    • Publisher Information:
      Routledge 2022-05-02
    • Added Details:
      Ounvorawong, Nuttakon
      Breitsohl, Jan
      Lowe, Ben
      Laffey, Des
    • نبذة مختصرة :
      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.
    • الموضوع:
      HF5415 Marketing; Article; PeerReviewed
    • Note:
      application/pdf
      Outcomes of Cyber-victimization and Bystander Reactions in Online Brand Communities
      English
    • Other Numbers:
      TUI oai:kar.kent.ac.uk:92684
      https://kar.kent.ac.uk/92684/1/IJEC-21-145%20%28Final%29%20-%20Author%20Accepted%20Manuscript.pdf
      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 )
      1306071646
    • Contributing Source:
      NATIONAL CHIAO TUNG UNIV
      From OAIster®, provided by the OCLC Cooperative.
    • الرقم المعرف:
      edsoai.on1306071646
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