Disengagement toward brand-based online communities: The role of culture

Abstract With the rise of the internet, online brand communities have gained popularity among users. However, online brand communities continue to face difficulties in engagement and usage despite the advantages it offers. This study examines the dark side of online brand communities. A total of 316 responses from online brand community members were collected to examine the proposed hypotheses based on the Technology–Personal–Environment (TPE) framework. The study also examines the moderating effect of culture (individualism and uncertainty avoidance). The findings suggest that perceived compatibility, inertia and social influence impact the users’ disengagement intention toward online brand communities. Also, individualism and uncertainty avoidance moderated the association between perceived complexity and disengagement intention. The study contributes to the dark side of brand-based online community literature and suggests marketers how to reduce customer disengagement in online brand communities.