Cheng, Guo, and Weiping Yu. "Positive and Negative Behaviors of Oppositional Loyalty in Online Communities." IEEE Access 10 (2021): 20948-20963.

This study investigates oppositional loyalty's drivers and structure, drawing on moral identity, community engagement, emotional attachment, and brand loyalty theories. Using a sample from Xiaomi's mobile online communities, it examines dimensions such as willingness to pay a premium, oppositional referrals, schadenfreude, and trash-talking. Findings reveal that community engagement and brand attachment positively influence oppositional loyalty, with moral identity moderating these relationships. The study suggests that enterprises and online communities should guide members' behaviors towards balanced loyalty expressions.