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EMAC 2019 Annual Conference

Are you hiding behind the keyboard? A study on the antecedents of online aggressive behavior towards celebrities

Published: May 28, 2019


JIAYUN JING, The University of Nottingham, Ningbo,China; Jun Luo, University of Nottingham Ningbo China; Zi WANG, University of Nottingham Ningbo China


online aggression; celebrity; social media


Celebrities are regular victims of online aggression. However, existing studies mainly focus on aggressive consumer behavior in offline situations. Only a few are in the online context, and these emphasize peer aggression. Also, research works on the antecedents of online aggressive behavior remain sparse. This study aims to utilize entertainment function literature to examine customers’ mild aggressive behaviors online via the proposed entertainment seeking – consuming negative news – inducing anger – mild aggressive behavior model. It also endeavours to contribute to existing literature on online aggressive behavior by introducing anonymity, group presence and superiority as the moderators between mild and severe aggression towards celebrities.


Jiayun JING, Jun Luo