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Aman Kumar and Amit Shankar
Title: : Understanding dark side of online community engagement: an innovation resistance
theory perspective
Journal: Information Systems and e-Business Management
This study examines the dark side of online
communities, especially barriers to customer
engagement in online communities. A total
of 301 responses from online community
members were collected to examine the
proposed hypotheses based on the Innovation
Resistance Theory (IRT). The study also
examines the mediating effect of negative anticipated emotions and moderating effect of association tenure and
customer prior attitude. The findings suggest that performance, information overload, and social recognition barriers
positively impact the users’ disengagement intention towards the online community. The negative anticipated
emotions mediate the association between barriers and customer disengagement. Also, tenure was found to be a
crucial moderator. The study contributes to the dark side of online community literature and suggests marketers how
to reduce customer disengagement in online communities.
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