The Dark Side of Members’ Heterogeneity Within Online Brand Communities and Global Virtual Teams: An Extension to Schwartz’s Value Theory

The present article positions culture at the center of analysis investigating schadenfreude within online brand communities and global virtual teams. Through this article, the authors explore the underlying causes and consequences of motivational values dimensions based on the typology developed by Shalom Schwartz in 1992 and 2012, respectively. We extend the Schwartz Value Theory by exploring the triggers of schadenfreude among online brand communities and global virtual teams. Accordingly, the proposed conceptual framework identifies Openness to Change and Self Enhancement as leading values governing human behavior in communities, teams and societies. Findings from this article may be applied as a roadmap by organizations or brands hoping to identify the root causes of heterogeneous group conflicts and schadenfreude directed within online brand communities and global virtual teams.