Towards a Broader Understanding of Online Trolling: a Practice Theoretical Perspective

Mathew Rex, Victoria University of Wellington, New Zealand
Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, Victoria University of Wellington, New Zealand
Despite growing interest in online consumer community conflict, online trolling and its community effects remain under-theorized. A practice theoretical analysis conceptualizes online trolling as a constellation of learning, assimilating, and transgressing practices. Online trolling further emerges as a practice with both negative and positive community effects.
[ to cite ]:
Mathew Rex, Angela Gracia B. Cruz, and Yuri Seo (2015) ,"Towards a Broader Understanding of Online Trolling: a Practice Theoretical Perspective", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 804-804.