Purpose

The literature lacks knowledge on how organizations can manage trolling behaviors in online communities. Extant studies tend to either focus on user responses to trolling behaviors (i.e. a micro-level perspective) or how the trolling infrastructure is governed by platforms (i.e. a macro-level perspective), paying less attention to the organizational community host. With more organizations hosting online communities on social media networks and trolling behaviors increasingly disrupting user engagement within these communities, the current understanding of trolling management practices has become inapt. Given the commercial and social damage caused by trolling behaviors, it is important to understand how these can be best managed. The purpose of this study, therefore, is to examine the meso-level perspective of trolling management by focusing on organizational practice.

Design/methodology/approach

The research design consists of an in-depth non-participatory netnography based on a case study of PETA’s (“People for the Ethical Treatment of Animals”) Facebook community.

Findings

Six distinct trolling management strategies are identified and categorized by their direct versus indirect communication approach: non-engaging, educating, bolstering, expurgating, asserting and mobilizing. Some strategies are deemed to be more successful than others in generating positive community outcomes such as reduced trolling frequency or further support from like-minded community members.

Originality/value

The findings contribute to the meso-level perspective in the trolling management literature by introducing a novel, empirically informed typology of organizational trolling management strategies.

中文翻译：

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管理在线社区中的拖钓：组织视角

目的

文献缺乏关于组织如何管理在线社区中的拖钓行为的知识。现有的研究倾向于关注用户对拖钓行为的反应（即微观层面）或拖钓基础设施如何由平台管理（即宏观层面），较少关注组织社区主机。随着越来越多的组织在社交媒体网络上托管在线社区，并且拖钓行为越来越破坏这些社区中的用户参与，目前对拖钓管理实践的理解已经变得不恰当。鉴于拖钓行为造成的商业和社会损害，了解如何最好地管理这些行为非常重要。因此，本研究的目的是，

设计/方法/方法

研究设计包括基于 PETA（“人的道德待遇动物”）Facebook 社区的案例研究的深入的非参与式网络志。

发现

六种不同的拖钓管理策略根据其直接和间接沟通方式进行识别和分类：非参与、教育、支持、消除、断言和动员。一些策略被认为在产生积极的社区成果方面比其他策略更成功，例如减少拖钓频率或来自志同道合的社区成员的进一步支持。

原创性/价值

这些发现通过引入一种新颖的、经验丰富的组织拖钓管理策略类型学，为拖钓管理文献中的中观层面做出了贡献。