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

Behl, Abhishek; Bhutani, Chitrakshi; Jayawardena, Nirma Sadamali; Balaji, M.S.

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.

Citation

Behl, A., Bhutani, C., Jayawardena, N. S., & Balaji, M. (in press). The dark side revealed: insights and implications from online brand communities. Journal of Product and Brand Management, https://doi.org/10.1108/jpbm-12-2023-4853

• Journal Article Type: Article
• Acceptance Date: Sep 10, 2024
• Online Publication Date: Oct 1, 2024
• Deposit Date: Oct 11, 2024
• Publicly Available Date: Oct 11, 2024
• Journal: Journal of Product & Brand Management
• Print ISSN: 1061-0421
• Electronic ISSN: 1061-0421
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• DOI: https://doi.org/10.1108/jpbm-12-2023-4853
• Keywords: Online brand communities, Dark side, Branding, Deviant behaviour, Trolling
• Public URL: https://keele-repository.worktribe.com/output/950291
• Publisher URL: https://www.emerald.com/insight/content/doi/10.1108/JPBM-12-2023-4853/full/html