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Managing uncivil interactions in online brand communities

Dineva, Denitsa ORCID: and Breitsohl, Jan 2022. Managing uncivil interactions in online brand communities. Hanlon, Annmarie and Tuten, Tracy L., eds. The SAGE Handbook of Digital & Social Media Marketing, Vol. 2. SAGE Publishing, pp. 485-503.
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Marketers have long utilized online brand communities to generate desirable user engagement behaviors. However, the rise of online brand communities has brought together millions of heterogenous users with diverse engagement motives, leading to the recent notion of ‘the dark side’ of social media engagement i.e., online incivility. This chapter offers an overview of this phenomenon. We first outline how incivility has been conceptualized in the literature, note a lack of terminological consensus, and propose some avenues for a possible theoretical integration. Drawing on findings across research disciplines, we then discuss different perspectives on how uncivil online interactions should be managed. Lastly, we combine these findings to offer a number of practical recommendations for digital and social media marketing managers and highlight three distinct avenues for future research.

Item Type: Book Section
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: SAGE Publishing
ISBN: 9781529752168
Date of First Compliant Deposit: 20 June 2022
Last Modified: 10 Nov 2022 11:25

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