The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers

Online shaming entails two contradictory outcomes: informal enforcement against deviant behavior, and violation of privacy rights. A set of studies demonstrates this duality and emphasizes the role of moral concerns in driving participation in online shaming. The results further highlight the effect of high (vs. low) identifiability of the wrongdoer.


Chen Pundak, Yael Steinhart, and Jacob Goldenberg (2018) ,"The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 752-753.


Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC


NA - Advances in Consumer Research Volume 46 | 2018

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