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Kumar, A., & Shankar, A. (2023). Disengagement

toward brand-based online communities: The role of

culture. Journal of Global Marketing, 1-16.

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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