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The dark side revealed: insights and implications from online brand communities

Abhishek Behl (Keele Business School, Keele University, Keele, UK)
Chitrakshi Bhutani (Fortune Institute of International Business, New Delhi, India)
Nirma Sadamali Jayawardena (Faculty of Management Law and Social Sciences, University of Bradford, Bradford, UK)
M.S. Balaji (Department of Marketing, Rennes School of Business, Rennes, France)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 October 2024

Issue publication date: 26 November 2024

226

Abstract

Purpose

This study aims to present a comprehensive review of the literature on the dark side of online brand communities, identifying the dominant themes [determinants of the dark side in online brand communities (OBCs)] in the literature and proposing ways to advance the literature in this area.

Design/methodology/approach

This study reviewed 72 scholarly articles published between 2009 and 2024 in peer-reviewed journals. A descriptive and thematic analysis of dark-side literature is presented.

Findings

The contribution of this scoping review lies in identifying the dominant themes in the literature on the determinants of the dark side of online brand communities, proposing management strategies and identifying future research directions for advancing the literature. Six main themes of the dark side of online communities were extracted: information dynamics, group dynamics, unethical practices and brand transgression, provocation and schadenfreude, brand activism and hate and disengagement.

Practical implications

Firstly, this study highlights the need for brands to engage in the active moderation of OBCs to maintain information credibility and manage information overload. Secondly, to ensure an inclusive community environment for all members, brands need to foster a balanced forum culture and moderation that discourages heterogeneity.

Originality/value

This study is unique in conducting an in-depth analysis of the literature on the dark side of online brand communities, an area that has received little attention. This review offers new insights that would help brands effectively manage negative aspects of customer behaviours in online brand communities. For managers, this review enables brands to improve their image, reputation and customer value.

Keywords

Citation

Behl, A., Bhutani, C., Jayawardena, N.S. and Balaji, M.S. (2024), "The dark side revealed: insights and implications from online brand communities", Journal of Product & Brand Management, Vol. 33 No. 8, pp. 1041-1054. https://doi.org/10.1108/JPBM-12-2023-4853

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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