Bystander pro-celebrity cyberbullying: An integrated perspective of susceptibility to retaliation and social capital gains

While celebrity cyberbullying has increased, previous research mainly focuses on bystanders’ role in general cyberbullying, and the motives for bystander pro-celebrity cyberbullying (BPCB) remain under-investigated. Drawing on the social exchange theory, we investigate BPCB on social media, specifically how publicity and network mutuality affect bystanders’ cost–benefit assessment of, and consequent pro-cyberbullying intention towards, celebrities. The results show that publicity and network mutuality influence bystanders’ perceived susceptibility to retaliation and expected social capital gains, with the former reducing BPCB intention and the latter strengthening it. This work contributes to the research on cyberbullying and offers guidance in combating celebrity cyberbullying.