Journal of the Academy of Marketing Science
In the face of the exponential growth of digital platforms, marketing scholars and practitioners lack a comprehensive understanding of platform customer misconduct, defined as overt behaviors by a customer on a digital platform that violate the platform’s guidelines or societal norms. To establish conceptual clarity, the current article proposes a theoretical framework of the antecedents, facilitators, and consequences of two types of misconduct: customer information falsification and customer-to-customer harassment.
Ju-Yeon Lee is the John and Connie Stafford Professor in Business, director of graduate education for the PhD program, and a professor of marketing at the Ivy College of Business. Her paper is published in the Journal of the Academy of Marketing Science.