Shijiao (Joseph) Chen

Online brand communities can serve as a crucial information source about a product‐harm crisis and allow consumers to seek information from others and share their opinions in a social dynamic environment. The role of an online brand community in shaping consumer responses following such a crisis nevertheless remains under‐researched. Drawing from attribution theory, this research explores the dynamic and holistic consumer journey in online brand communities following a product‐harm crisis, specifically examining consumer attribution as the key mechanism and consumers' decision to forgive the brand as the outcome response. This research includes two studies. First, a netnographic pilot study is conducted to provide real‐world evidence for the research phenomenon and to explore consumer responses within the natural setting of an online brand community. Second, the main study uses an interpretivist epistemological approach to track the unfolding process and capture the evolution of consumer attribution and forgiveness. The results show the social nature of attribution as members engage with others in online brand communities, seeking and verifying information, sensemaking and forming opinions. The findings make theoretical contributions to the literature on attribution and product‐harm crisis. The findings from the research also help brands make informed decisions on crisis management strategies.