Analysis of Cyberbullies' Flaming Behavior Toward Celebrity Brand Management: The Case of Merve Dizdar at Cannes

Abstract

The rapidly changing landscape of new media poses significant challenges for social scientists striving to define sociological and psychological contexts. The emergence of "Online flaming" as a behavior post-Web 2.0 technology exemplifies this challenge, embodying a form of cyberbullying characterized by insulting messages online, which transgress societal norms. This study integrates the stances and actions of celebrity brands on social media within their brand management processes. Employing netnography—an online ethnographic research method that systematically analyzes online communities—this study scrutinizes flaming behaviors impacting the personal brand management processes of actress Merve Dizdar on YouTube. The sample consists of the most-liked comments and sub-comments from the top five YouTube channels featuring Dizdar's speech, categorized into six flame behavior types: direct and intentional flame, indirect flame, straight flame, satirical flame, hot flame, and cold flame. Through netnography, the study examines the cultural essence of cyberbullying embedded within flaming behaviors. Findings of the research reveals the prevalent use of exclusionary language against the actress, with cyberbullies aiming to negatively impact her motivation. This research highlights the widespread use of exclusionary language, emphasizing its potential impact on the actress's online reputation and psychological well-being. Moreover, cyberbullies' aim to negatively affect the actress's motivation highlights the broader implications of online flaming on public figures. The study calls attention to brand management challenges in the digital age and offers insights for future research, aiming to foster a healthier online environment.