Outcomes of Cyber-Victimization and Bystander Reactions in Online Brand Communities
研究网络品牌社区中网络受害的严重程度和旁观者反应（辩护、强化或假装）如何影响受害者的口碑意愿、社区满意度和追随意愿，为品牌管理者提供应对建议。
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.