Behl, Abhishek; Bhutani, Chitrakshi; Jayawardena, Nirma … - In: Journal of Product & Brand Management 33 (2024) 8, pp. 1041-1054
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...