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Consumer Brand Bullying Behaviour in Online Communities of Service Firms

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Zusammenfassung

The current study explores consumer brand bullying behaviour in online communities, which we define as a brand specific consumer interaction process during which one consumer harasses or is perceived to harass another consumer or the brand itself. The analysis is based on a sixteen-month netnography of four online brand communities, where we sought to identify this particular consumer misbehaviour and to understand the different forms in which it occurs.

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Authors and Affiliations

  1. Kent Business School, University of Kent, Canterbury, Kent, Großbritannien

    Jan Breitsohl

  2. Abt. Dienstleistungsmanagement, Alpen-Adria-Universität Klagenfurt, Klagenfurt, Österreich

    Holger Roschk & Christina Feyertag

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  1. Jan Breitsohl
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  1. Wirtschaftswissenschaftliche Fakultät Marketing und Unternehmensführung , Basel, Switzerland

    Manfred Bruhn

  2. Lehrstuhl für Dienstleistungsmanagement, Universität Hohenheim, Stuttgart, Germany

    Karsten Hadwich

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Breitsohl, J., Roschk, H., Feyertag, C. (2018). Consumer Brand Bullying Behaviour in Online Communities of Service Firms. In: Bruhn, M., Hadwich, K. (eds) Service Business Development. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22424-0_13

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