While most studies focus on positive consumer-driven brand outcomes, this study set out to understand a negative consumer-driven brand outcome - online brand detraction (OBD). Through the lens of social exchange theory, OBD was operationalized and compared to its direct opposite manifestation - online brand advocacy (OBA). A big data, qualitative analysis, with a longitudinal approach was used to understand OBD in an online opinion platform (OOP). Four key dimensions of OBD were found: brand negativity, brand attack, negative brand knowledge and experience sharing, and virtual visual cues. These dimensions are polar opposites of OBA - a highly sought-after organic form of user-generated content. Both OBD and OBA are required for authentic social exchanges in OOPs. The study provides brand managers with insights to better identify and understand OBD, suggesting a necessity for the development of an OBD scale to measure the construct. Theoretical and practical implications, and future research suggestions are discussed.

虽然大多数研究侧重于消费者驱动的积极品牌结果，但本研究旨在了解消费者驱动的负面品牌结果——在线品牌贬损 (OBD)。通过社会交换理论的视角，OBD被操作化，并与其直接相反的表现形式——在线品牌宣传（OBA）进行了比较。使用大数据、定性分析和纵向方法来了解在线意见平台 (OOP) 中的 OBD。发现了OBD的四个关键维度：品牌负面性、品牌攻击性、负面品牌知识和经验分享、虚拟视觉线索。这些维度与 OBA 截然相反——OBA 是一种备受追捧的用户生成内容的有机形式。OOP 和 OBA 都是 OOP 中真实的社交交流所必需的。该研究为品牌经理提供了更好地识别和理解 OBD 的见解，表明有必要开发一个 OBD 量表来衡量结构。讨论了理论和实践意义，以及未来的研究建议。