Ma, Xiangyang, et al. "Exploring the mediating role of utilitarian value and hedonic value in the formation of oppositional loyalty in online communities." International Journal of Consumer Studies 47.4 (2023): 1500-1515.

This research extends the understanding of oppositional loyalty within online communities, where members may express negative views or behaviors toward rival communities to bolster their own community's market position. Investigating the impact of hedonic and utilitarian values on oppositional loyalty, the study reveals that hedonic value significantly influences this loyalty, mediating the effects of social capital dimensions (network ties, identification, common language). Furthermore, community type moderates the impact of social capital on hedonic value. Ultimately, oppositional loyalty correlates with increased community participation, offering insights for community managers to leverage and manage this phenomenon.