Abstract

The present article positions culture at the center of analysis investigating schadenfreude within online brand communities and global virtual teams. Through this article, the authors explore the underlying causes and consequences of motivational values dimensions based on the typology developed by Shalom Schwartz in 1992 and 2012, respectively. We extend the Schwartz Value Theory by exploring the triggers of schadenfreude among online brand communities and global virtual teams. Accordingly, the proposed conceptual framework identifies Openness to Change and Self Enhancement as leading values governing human behavior in communities, teams and societies. Findings from this article may be applied as a roadmap by organizations or brands hoping to identify the root causes of heterogeneous group conflicts and schadenfreude directed within online brand communities and global virtual teams.

摘要

本文将文化置于分析在线品牌社区和全球虚拟团队中幸灾乐祸的分析中心。通过本文，作者分别根据 Shalom Schwartz 于 1992 年和 2012 年开发的类型学，探讨了动机价值观维度的根本原因和后果。我们通过探索在线品牌社区和全球虚拟团队中幸灾乐祸的触发因素来扩展施瓦茨价值理论。因此，拟议的概念框架将开放变革和自我增强确定为管理社区、团队和社会中人类行为的主导价值观。