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Title: Disengagement toward brand-based online communities: The role of culture
Journal: Journal of Global Marketing
With the rise of the internet, online brand communities have gained
popularity among users. However, online brand communities continue to
face difficulties in engagement and usage despite the advantages it offers.
This study examines the dark side of online brand communities. A total of
316 responses from online brand community members were collected to
examine the proposed hypotheses based on the Technology–Personal–
Environment (TPE) framework. The study also examines the moderating
effect of culture (individualism and uncertainty avoidance). The findings
suggest that perceived compatibility, inertia and social influence impact
the users’ disengagement intention toward online brand communities.
Also, individualism and uncertainty avoidance moderated the association
between perceived complexity and disengagement intention. The study contributes to the dark side of brand-
based online community literature and suggests marketers how to reduce customer disengagement in online brand
communities.
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