Fighting fire with faith: the influence of cyberbullying on engagement and brand advocacy in Islamic banking

Purpose This study aims to investigate the impact of cyberbullying on active social media engagement within online brand communities in the Islamic banking sector. It also examines the mediating role of electronic word of mouth (eWOM) in this relationship. Design/methodology/approach Data were collected from 298 users through questionnaires distributed via email and personal interviews. Structural equation modeling (SEM) was employed to analyze the relationships among variables. Findings Cyberbullying negatively influences users’ engagement behaviors, particularly content creation and contribution. It also triggers the spread of negative eWOM. eWOM fully mediates the relationship between cyberbullying and engagement. Originality/value Cyberbullying undermines engagement and damages brand reputation in Islamic banking online communities. This study highlights the need for proactive strategies to promote safer, more constructive environments, offering new insights for managing consumer behavior in religiously influenced financial contexts.