Kumar, Aman, and Amit Shankar. "Disengagement toward brand-based online communities: The role of culture." Journal of Global Marketing (2023): 1-16.

This research investigates the challenges of engagement within online brand communities, utilizing 316 responses to explore the Technology–Personal–Environment (TPE) framework and the moderating effects of culture (individualism and uncertainty avoidance). Findings reveal that perceived compatibility, inertia, and social influence significantly influence user disengagement intentions. Moreover, cultural factors like individualism and uncertainty avoidance moderate the relationship between perceived complexity and disengagement intention. This study adds to the understanding of the drawbacks of online brand communities and provides insights for marketers to mitigate customer disengagement.