Antagonism within online brand communities

Abstract

Perceived benefits of brand community participation, engagement and value co-creation have been underlined in past marketing researches. However, recent research papers have directed focus to outbreak of tensions within these communities. This study illuminates the characteristics of antagonistic consumers who incite communal conflicts and their interactions with the rest of the community. Netnographic methods were employed in conducting the research and the drama that happens within an online game brand community was chosen as the research context. Three groups of antagonistic consumers were identified, including trolls, hostile purists and crusaders. As a response to antagonists’ transgression, the community engages in a continuous learning process, develop new interpretations of brand meanings, habitualise deviant behaviours, as well as devise a resistance mechanism. The study suggests implications on value co-creation process and the role that antagonistic consumption has in the continuation of brand community. It also offers insights to marketers to leverage brand relationship that can help them handle antagonism.