When multiple actors' online interactions lead to value co-destruction: an explorative case study

This chapter explores the value co-destruction and deviant behavior during multiple actors' online interactions. While several studies have highlighted its benefits, researchers have often failed to consider the negative consequences of these interactions. Previous studies focused on offline dyadic interactions and have not completely explained the causes of these problematic interactions in an online context. To this end, by using JetStar Airways, this chapter explores VCD by investigating the online context of the tourism industry, as characterized by the often complex relations among multiple actors. This study contributes from a theoretical standpoint by extending VCC literature considering the negative consequences of deviant behaviors in an online context and by identifying five deviant behaviors related to multiple actors' interaction: performing illegal actions, supporting illegal actions, making insults, lacking transparency, and providing false information. This chapter provides guidance to practitioners on how to handle an interactive crisis caused by deviant behaviors.