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World Social Marketing Conference 2025

Transforming Toxic Interactions: Interventions for Consumer Bullying on Social Media

Friday, November 7, 2025 at 10:50 AM–11:10 AM CET add to calendar
Seminario 1 - Faculty of Economics
Programme Listing

Attendees will learn practical, research-backed strategies to address consumer bullying on social media brand pages. Two large-scale experiments compare multiple interventions—such as ignoring, removing comments, issuing public warnings, redirecting discussions, or engaging bullies privately—and demonstrate how each approach affects brand reputation, community well-being, and perceived fairness. Ideal for social media managers, policy makers, and regulators, this session highlights how proportionate, evidence-driven responses can foster safer digital spaces and cultivate user trust.

Presenters

Jan Breitsohl, University of Glasgow

Authors

Jan Jan Breitsohl, University of Glasgow
Holger Roschk, Aalborg University Business School
David Dowell, University of St Andrews Business School
June Cotte, Ivey Business School
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