Understanding dark side of online community engagement: an innovation resistance theory perspective

Aman Kumar (), Amit Shankar (), Aviral Kumar Tiwari () and Hae-Jung Hong ()
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Aman Kumar: Indian Institute of Management Visakhapatnam
Amit Shankar: Indian Institute of Management Visakhapatnam
Aviral Kumar Tiwari: Indian Institute of Management Bodh Gaya
Hae-Jung Hong: NEOMA Business School

Information Systems and e-Business Management, 2025, vol. 23, issue 1, No 2, 13-39

Abstract: Abstract 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.

Keywords: Online communities; Innovation resistance theory; Anticipated negative emotions; Tenure; Disengagement (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10257-023-00633-3

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