Breitsohl, Jan, Holger Roschk, and Christina Feyertag. "Consumer brand bullying behaviour in online communities of service firms." Service Business Development: Band 2. Methoden–Erlösmodelle–Marketinginstrumente (2018): 289-312.

This study investigates the phenomenon of consumer brand bullying within online brand communities, characterized as interactions where one consumer harasses or is perceived to harass another consumer or the brand itself. Utilizing a sixteen-month netnography across four online brand communities, the research aims to identify and understand the various manifestations of this specific type of consumer misbehavior.