The moderating role of perceived company effort in mitigating customer misconduct within Online Brand Communities (OBC)

This research examines the impact of the misbehavior acts on social media (i.e., online other customer misbehavior) on the online brand community engagement of consumers witnessing these acts. In addition, it examines the moderating influence of perceived company efforts on the path between other customer misbehavior and the attitude toward the company. Data were collected from (N = 317) university students who follow their Jordanian...