Feeding the Trolling: Understanding and Mitigating Online Trolling Behavior as an Unintended Consequence

IF 6.8 1区 管理学 Q1 BUSINESS
M. Golf-Papez, E. Veer
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引用次数: 4

Abstract

Trolling is a form of consumer misbehavior that involves deliberate, deceptive, and mischievous attempts to provoke reactions from other online users. This research draws on actor-network theory to explore the assemblages of human and non-human entities that allow and perpetuate online trolling behaviors. By taking a practice-focused multi-sited ethnographic research approach, the research shows that online trolling is often an unintended consequence of interactions between human and non-human entities that are joined in the performance of trolling behavior. These entities include: troll(s), target(s), a medium of exchange, audience(s), other trolls, trolling artifacts, regulators, revenue streams, and assistants. Some of these actors (i.e., troll, target, medium) are playing a role in initiating, and other actors are (un)intentionally sustaining trolling by celebrating it, boosting it, facilitating it, and normalizing it. The findings highlight the role of nontraditional actors in the performance of misbehaviors and suggest that effective management of online consumer misbehaviors such as trolling will include managing the socio-technical networks that allow and fuel these misbehaviors.
助长网络喷子:理解和减轻网络喷子行为的意外后果
Trolling是一种消费者不当行为,包括故意、欺骗性和恶作剧,以引起其他在线用户的反应。本研究借鉴行动者网络理论,探索允许并延续网络钓鱼行为的人类和非人类实体的组合。通过采取以实践为重点的多地点人种学研究方法,研究表明,网络钓鱼通常是人类和非人类实体之间互动的意外结果,这些实体参与了钓鱼行为的表现。这些实体包括:巨魔、目标、交换媒介、受众、其他巨魔、巨魔工件、监管机构、收入流和助理。其中一些参与者(即巨魔、目标、媒介)在发起中发挥了作用,而其他参与者则有意通过庆祝、促进、促进和规范巨魔来维持巨魔。研究结果强调了非传统行为者在不当行为表现中的作用,并表明对网络消费者不当行为(如网络钓鱼)的有效管理将包括管理允许和助长这些不当行为的社会技术网络。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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