Nuttakon Ounvorawong, Jan Breitsohl, Ben Lowe, Des Laffey
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Outcomes of Cyber-Victimization and Bystander Reactions in Online Brand Communities
ABSTRACT 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.
期刊介绍:
The International Journal of Electronic Commerce is the leading refereed quarterly devoted to advancing the understanding and practice of electronic commerce. It serves the needs of researchers as well as practitioners and executives involved in electronic commerce. The Journal aims to offer an integrated view of the field by presenting approaches of multiple disciplines.
Electronic commerce is the sharing of business information, maintaining business relationships, and conducting business transactions by digital means over telecommunications networks. The Journal accepts empirical and interpretive submissions that make a significant novel contribution to this field.