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Journal of Marketing Management Volume 37, 2021 - Issue 11-12
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Research Article

The social phenomenon of trolling: understanding the discourse and social practices of online provocation

Vlad Demsara Department of Management and Marketing, Swinburne University of Technology, Hawthorn, AustraliaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-3161-3729View further author information
ORCID Icon,
Jan Brace-Govanb Department of Marketing, Monash Business School, Caulfield East, AustraliaView further author information
,
Gavin Jackc Department of Management, Monash Business School, Caulfield East, AustraliaORCID Iconhttps://orcid.org/0000-0002-0875-5331View further author information
ORCID Icon &
Sean Sandsa Department of Management and Marketing, Swinburne University of Technology, Hawthorn, AustraliaORCID Iconhttps://orcid.org/0000-0001-9192-3676View further author information
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Pages 1058-1090 | Received 24 Jun 2020, Accepted 03 Nov 2020, Published online: 25 Mar 2021

Citations (21)

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Read on this site (4)

Andrea R. Bennett & Nikolitsa Grigoropoulou. (2024) Examining self-regulation as a potential intervention for moral grandstanding on social networking sites. Journal of Marketing Management 40:3-4, pages 313-346.
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Clarice Yi Huston, Angela Gracia B. Cruz & Eloise Zoppos. (2023) Welcome to esports, you suck: understanding new consumer socialisation within a toxic consumption collective. Journal of Marketing Management 39:15-16, pages 1451-1476.
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Sachin Kumar Raut, Sudhir Rana, Sakshi Kathuria & Ilan Alon. (2023) The Dark Side of Members’ Heterogeneity Within Online Brand Communities and Global Virtual Teams: An Extension to Schwartz’s Value Theory. Journal of Global Marketing 36:4, pages 284-302.
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Tarun Kushwaha. Brand Trolling Engagement Behavior (BTEB) of Customers: A Challenge for Customer-Brand Relationship. Journal of Relationship Marketing 0:0, pages 1-30.
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Articles from other publishers (17)

Yuanyi Mao & Bo Hu. (2024) From Trolling Victimization to Reactive Trolling: Moderated Mediation Effects of Online Disinhibition and Motivations. Social Science Computer Review.
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Mehmet Okan. 2024. Globalized Consumer Insights in the Digital Era. Globalized Consumer Insights in the Digital Era 68 84 .
Åsa-Karin Engstrand. (2024) Managing the manosphere: The limits of responsibility for government social media adoption. Government Information Quarterly 41:1, pages 101909.
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Troy McEwan, Michele Galietta & Alan Underwood. 2024. Treating Stalking. Treating Stalking 1 28 .
Rory Francis Mulcahy, Aimee Riedel, Byron W. Keating, Amanda Beatson & Marilyn Campbell. (2023) I'd better say something! How empathy shapes bystander psychological reactance and intervention to online trolling of service organizations. Journal of Service Management 34:5, pages 1064-1087.
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Yuanyi Mao, Tianyi Xu & Ki Joon Kim. (2023) Motivations for Proactive and Reactive Trolling on Social Media: Developing and Validating a Four-Factor Model. Social Media + Society 9:4.
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Vlad Demsar, Carla Ferraro, July Nguyen & Sean Sands. (2023) Calling for Cancellation: Understanding how Markets Are Shaped to Realign With Prevailing Societal Values. Journal of Macromarketing 43:3, pages 322-350.
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Yusuf Oc, Kirk Plangger, Sean Sands, Colin L. Campbell & Leyland Pitt. (2023) Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning. Psychology & Marketing 40:9, pages 1704-1719.
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Sara Alida Volkmer, Susanne Gaube, Martina Raue & Eva Lermer. (2023) Troll story: The dark tetrad and online trolling revisited with a glance at humor. PLOS ONE 18:3, pages e0280271.
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Amanda Tracy Beatson, Aimee Riedel, Rory Mulcahy, Byron William Keating, Shasha Wang, Marilyn Campbell & Daniel Johnson. (2023) Reducing the incidence and impact of peer-to-peer online trolling: a protocol for a scoping review. BMJ Open 13:3, pages e070460.
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Sean Sands, Carla Ferraro, Vlad Demsar & Garreth Chandler. (2022) False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers. Business Horizons 65:6, pages 777-788.
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Robert Ciuchita, Gustav Medberg, Valeria Penttinen, Christoph Lutz & Kristina Heinonen. (2022) Affordances advancing user-created communication (UCC) in service: interactivity, visibility and anonymity. Journal of Service Management 33:4/5, pages 688-704.
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Maya Zheltyakova, Alexander Korotkov, Ruslan Masharipov, Artem Myznikov, Michael Didur, Denis Cherednichenko, Lisa Wagels, Ute Habel, Maxim Kireev & Mikhail Votinov. (2022) Social Interaction With an Anonymous Opponent Requires Increased Involvement of the Theory of Mind Neural System: An fMRI Study. Frontiers in Behavioral Neuroscience 16.
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Karen Middleton, Helen Thompson‐Whiteside, Sarah Turnbull & Judith Fletcher‐Brown. (2021) How consumers subvert advertising through rhetorical institutional work. Psychology & Marketing 39:3, pages 634-646.
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Lauren I. Labrecque, Ereni Markos, Mujde Yuksel & Tracy A. Khan. (2022) Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts. Journal of Interactive Marketing 57:1, pages 115-140.
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Maja Golf-Papez & Ekant Veer. (2022) Feeding the Trolling: Understanding and Mitigating Online Trolling Behavior as an Unintended Consequence. Journal of Interactive Marketing 57:1, pages 90-114.
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Abhishek Behl & Chitrakshi Bhutani. (2022) Dark Side of Online Brand Communities: A Scoping Review of the Literature. SSRN Electronic Journal.
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