Adam Smith Business School

Dr Jan Breitsohl

  • Senior Lecturer in Marketing (Management)

Biography

Dr Jan Breitsohl is a Senior Lecturer in [official title] at the Adam Smith Business School. His research examines online harms, social media conflict and digital sustainability communications, with a focus on developing and testing evidence-based interventions for positive behaviour change. His interdisciplinary work bridges marketing, consumer psychology and computer science.

Jan is Associate Editor of The Information Society, a member of the Cybersmile Research Advisory Panel, and Scientific Adviser on Online Harms in Football to the Football Action Network. He works with academic, industry, policy and non-profit partners. He has given evidence to the APPG on Football’s inquiry into Online Harms in Football and presented research at the Scottish Government’s Climate Change and Sport event.

Before joining the University of Glasgow, he worked as Senior Lecturer at the University of Kent and Lecturer at Aberystwyth University. Jan holds a PhD in Marketing Psychology from Bangor University and a German IHK diploma in Industrial Sales Management, supported by three years of managerial experience in business positions.

Research interests

Jan’s research has two connected strands.

The first examines online harms and social media conflict, including consumer brand-cyberbullying, trolling, toxic comments, online hate, bystander behaviour, brand moderation strategies, and AI-based detection and classification of online conflict.

The second examines digital sustainability communications, brand purpose and values, and moralising brand influencers. This work considers how brands and influencers communicate about ESG, SDG and sustainability values, why such communication can generate support or backlash, and how organisations can achieve positive social impact.

Across both strands, Jan uses experimental designs, online surveys and social media data to develop and test evidence-based interventions for positive behaviour change. Current application contexts include online brand communities, football, wildlife conservation and sustainability communications.


Areas of expertise:

  • Online harms and social media conflict
  • Consumer brand-cyberbullying, trolling and online hate
  • Brand moderation strategies and bystander behaviour
  • Digital sustainability communications, brand purpose and values
  • Moralising brand influencers and online call-outs
  • Experimental designs, online surveys and social media data
  • Evidence-based impact testing and positive behaviour change

  • Jan is a member of the Marketing research cluster.

     

 

Publications

List by: Type | Date

Jump to: 2026 | 2025 | 2024 | 2023 | 2022 | 2020 | 2019 | 2018 | 2017 | 2016 | 2015 | 2013 | 2010
Number of items: 23.

2026

Warke, Oliver ORCID logoORCID: https://orcid.org/0000-0001-7149-2987, Jose, Joemon M. ORCID logoORCID: https://orcid.org/0000-0001-9228-1759 and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2026) Beyond hostility: detecting subtle and overt forms of online conflict with multi-objective learning. Information Retrieval Research Journal, 2(1), pp. 113-158. (doi: 10.54195/irrj.25366)

Warke, Oliver ORCID logoORCID: https://orcid.org/0000-0001-7149-2987, Jose, Joemon ORCID logoORCID: https://orcid.org/0000-0001-9228-1759, Hasibi, Faegheh and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2026) PromptAug: fine-grained conflict classification using data augmentation. ACM Journal on Computing and Sustainable Societies, (Accepted for Publication)

Hosseinpour, Masoumeh, Roschk, Holger and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2026) Coalition formation and firm representatives’ answers to complainers on social media: Their interplay and the coalition ripple effect. Journal of Business Research, 203, 115807. (doi: 10.1016/j.jbusres.2025.115807)

2025

Breitsohl, J. ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Jimenez, N., Roschk, H., Megicks, P.R. and Aagerup, U. (2025) Consumer brand-cyberbullying in online brand communities - a conceptual and empirical extension. Information Society, (doi: 10.1080/01972243.2025.2579816) (Early Online Publication)

2024

Warke, Oliver ORCID logoORCID: https://orcid.org/0000-0001-7149-2987, Jose, Joemon ORCID logoORCID: https://orcid.org/0000-0001-9228-1759, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 and Wang, Jie (2024) Capturing the Spectrum of Social Media Conflict: A Novel Multi-objective Classification Model. In: 14th International Conference on the Theory of Information Retrieval (ICTIR 2024), Washington D.C., USA, 13 July 2024, pp. 215-225. ISBN 9798400706813 (doi: 10.1145/3664190.3672510)

2023

Dineva, Denitsa, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Roschk, Holger and Hosseinpour, Masoumeh (2023) Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers. International Marketing Review, 40(5), pp. 1112-1133. (doi: 10.1108/IMR-12-2021-0368)

Roschk, Holger, Hosseinpour, Masoumeh and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2023) Coalitions and their negative consequences: an examination in service failure-recovery situations. Journal of Service Research, 26(4), pp. 614-635. (doi: 10.1177/10946705231163884)

Warke, Oliver, Jose, Joemon M. ORCID logoORCID: https://orcid.org/0000-0001-9228-1759 and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2023) Utilising Twitter metadata for hate classification. In: Kamps, Jaap, Goeuriot, Lorraine, Crestani, Fabio, Maistro, Maria, Joho, Hideo, Davis, Brian, Gurrin, Cathal, Kruschwitz, Udo and Caputo, Annalina (eds.) Advances in Information Retrieval: 45th European Conference on Information Retrieval, ECIR 2023, Dublin, Ireland, April 2–6, 2023, Proceedings, Part II. Series: Lecture notes in computer science (13981). Springer: Cham, pp. 676-684. ISBN 9783031282379 (doi: 10.1007/978-3-031-28238-6_59)

2022

Ounvorawong, Nuttakon, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Lowe, Ben and Laffey, Des (2022) Outcomes of cyber-victimization and bystander reactions in online brand communities. International Journal of Electronic Commerce, 26(2), pp. 200-221. (doi: 10.1080/10864415.2022.2050582)

Warke, Oliver, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 and Jose, Joemon ORCID logoORCID: https://orcid.org/0000-0001-9228-1759 (2022) Consumer Bullying in Online Brand Communities—Quantifying a Dark Social Media Phenomenon. In: Reis, J.L., López, E.P., Moutinho, L. and Santos, J.P.M.d. (eds.) Marketing and Smart Technologies. Series: Smart innovation, systems and technologies, 279. Springer: Singapore, pp. 641-651. ISBN 9789811692673 (doi: 10.1007/978-981-16-9268-0_54)

Dineva, Denitsa and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2022) Managing trolling in online communities: an organizational perspective. Internet Research, 32(1), pp. 292-311. (doi: 10.1108/INTR-08-2020-0462)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Jimenez, Nadia and Roschk, Holger (2022) Investigating consumers’ motives for consumer brand-cyberbullying on social media. Information Society, 38(1), pp. 1-12. (doi: 10.1080/01972243.2021.1981507)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Jiménez, Nadia, Megicks, Phil, Krasonikolakis, Ioannis, Ramoglou, Stratos, Aagerup, Ulf and Happer, Catherine ORCID logoORCID: https://orcid.org/0000-0002-9711-8544 (2022) Bullying in online brand communities-exploring consumers' intentions to intervene. In: Hopfgartner, Frank, Jaidka, Kokil, Mayr, Philipp, Jose, Joemon and Breitsohl, Jan (eds.) Lecture Notes in Computer Science. Series: Lecture Notes in Computer Science (13618). Springer International Publishing, pp. 436-443. ISBN 9783031190964 (doi: 10.1007/978-3-031-19097-1_30)

2020

Dineva, Denitsa, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Garrod, Brian and Megicks, Philip (2020) Consumer responses to conflict-management strategies on non-profit social media fan pages. Journal of Interactive Marketing, 52, pp. 118-136. (doi: 10.1016/j.intmar.2020.05.002)

2019

Dineva, Denitsa, Lu, Xiaoming and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2019) Social media conflicts during the financial crisis: managerial implications for retail banks. Strategic Change, 28(5), pp. 381-386. (doi: 10.1002/jsc.2292)

2018

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Roschk, Holger and Feyertag, Christina (2018) Consumer brand bullying behaviour in online communities of service firms. In: Bruhn, Manfred and Hadwich, Karsten (eds.) Service Business Development: Band 2. Methoden – Erlösmodelle – Marketinginstrumente. Springer Gabler: Wiesbaden, Germany, pp. 289-312. ISBN 9783658224233 (doi: 10.1007/978-3-658-22424-0_13)

2017

Roschk, Holger, Loureiro, Sandra Maria Correia and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2017) Calibrating 30 years of experimental research: a meta-analysis of the atmospheric effects of music, scent, and color. Journal of Retailing, 93(2), pp. 228-240. (doi: 10.1016/j.jretai.2016.10.001)

Dineva, Denitsa Petrova, Breitsohl, Jan Christian ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 and Garrod, Brian (2017) Corporate conflict management on social media brand fan pages. Journal of Marketing Management, 33(9-10), pp. 679-698. (doi: 10.1080/0267257X.2017.1329225)

2016

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 and Garrod, Brian (2016) Assessing tourists' cognitive, emotional and behavioural reactions to an unethical destination incident. Tourism Management, 54, pp. 209-220. (doi: 10.1016/j.tourman.2015.11.004)

2015

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Wilcox-Jones, James Peter and Harris, Ian (2015) Groupthink 2.0: an empirical analysis of customers' conformity-seeking in online communities. Journal of Customer Behaviour, 14(2), pp. 87-106. (doi: 10.1362/147539215x14373846805662)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Kunz, Werner H. and Dowell, David (2015) Does the host match the content? A taxonomical update on online consumption communities. Journal of Marketing Management, 31(9-10), pp. 1040-1064. (doi: 10.1080/0267257X.2015.1036102)

2013

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Khammash, Marwan and Griffiths, Gareth (2013) Online complaint communication strategy: an integrated management framework for e-businesses. In: Martínez-López, Francisco J. (ed.) Handbook of Strategic e-Business Management. Series: Progress in IS. Springer: Heidelberg, pp. 907-933. ISBN 9783642397462 (doi: 10.1007/978-3-642-39747-9_38)

2010

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Khammash, Marwan and Griffiths, Gareth (2010) E-business complaint management: Perceptions and perspectives of online credibility. Journal of Enterprise Information Management, 23(5), pp. 653-660. (doi: 10.1108/17410391011083083)

This list was generated on Sun Aug 2 10:08:03 2026 BST.
Jump to: Articles | Book Sections | Conference Proceedings
Number of items: 23.

Articles

Warke, Oliver ORCID logoORCID: https://orcid.org/0000-0001-7149-2987, Jose, Joemon M. ORCID logoORCID: https://orcid.org/0000-0001-9228-1759 and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2026) Beyond hostility: detecting subtle and overt forms of online conflict with multi-objective learning. Information Retrieval Research Journal, 2(1), pp. 113-158. (doi: 10.54195/irrj.25366)

Warke, Oliver ORCID logoORCID: https://orcid.org/0000-0001-7149-2987, Jose, Joemon ORCID logoORCID: https://orcid.org/0000-0001-9228-1759, Hasibi, Faegheh and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2026) PromptAug: fine-grained conflict classification using data augmentation. ACM Journal on Computing and Sustainable Societies, (Accepted for Publication)

Hosseinpour, Masoumeh, Roschk, Holger and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2026) Coalition formation and firm representatives’ answers to complainers on social media: Their interplay and the coalition ripple effect. Journal of Business Research, 203, 115807. (doi: 10.1016/j.jbusres.2025.115807)

Breitsohl, J. ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Jimenez, N., Roschk, H., Megicks, P.R. and Aagerup, U. (2025) Consumer brand-cyberbullying in online brand communities - a conceptual and empirical extension. Information Society, (doi: 10.1080/01972243.2025.2579816) (Early Online Publication)

Dineva, Denitsa, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Roschk, Holger and Hosseinpour, Masoumeh (2023) Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers. International Marketing Review, 40(5), pp. 1112-1133. (doi: 10.1108/IMR-12-2021-0368)

Roschk, Holger, Hosseinpour, Masoumeh and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2023) Coalitions and their negative consequences: an examination in service failure-recovery situations. Journal of Service Research, 26(4), pp. 614-635. (doi: 10.1177/10946705231163884)

Ounvorawong, Nuttakon, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Lowe, Ben and Laffey, Des (2022) Outcomes of cyber-victimization and bystander reactions in online brand communities. International Journal of Electronic Commerce, 26(2), pp. 200-221. (doi: 10.1080/10864415.2022.2050582)

Dineva, Denitsa and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2022) Managing trolling in online communities: an organizational perspective. Internet Research, 32(1), pp. 292-311. (doi: 10.1108/INTR-08-2020-0462)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Jimenez, Nadia and Roschk, Holger (2022) Investigating consumers’ motives for consumer brand-cyberbullying on social media. Information Society, 38(1), pp. 1-12. (doi: 10.1080/01972243.2021.1981507)

Dineva, Denitsa, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Garrod, Brian and Megicks, Philip (2020) Consumer responses to conflict-management strategies on non-profit social media fan pages. Journal of Interactive Marketing, 52, pp. 118-136. (doi: 10.1016/j.intmar.2020.05.002)

Dineva, Denitsa, Lu, Xiaoming and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2019) Social media conflicts during the financial crisis: managerial implications for retail banks. Strategic Change, 28(5), pp. 381-386. (doi: 10.1002/jsc.2292)

Roschk, Holger, Loureiro, Sandra Maria Correia and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2017) Calibrating 30 years of experimental research: a meta-analysis of the atmospheric effects of music, scent, and color. Journal of Retailing, 93(2), pp. 228-240. (doi: 10.1016/j.jretai.2016.10.001)

Dineva, Denitsa Petrova, Breitsohl, Jan Christian ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 and Garrod, Brian (2017) Corporate conflict management on social media brand fan pages. Journal of Marketing Management, 33(9-10), pp. 679-698. (doi: 10.1080/0267257X.2017.1329225)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 and Garrod, Brian (2016) Assessing tourists' cognitive, emotional and behavioural reactions to an unethical destination incident. Tourism Management, 54, pp. 209-220. (doi: 10.1016/j.tourman.2015.11.004)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Wilcox-Jones, James Peter and Harris, Ian (2015) Groupthink 2.0: an empirical analysis of customers' conformity-seeking in online communities. Journal of Customer Behaviour, 14(2), pp. 87-106. (doi: 10.1362/147539215x14373846805662)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Kunz, Werner H. and Dowell, David (2015) Does the host match the content? A taxonomical update on online consumption communities. Journal of Marketing Management, 31(9-10), pp. 1040-1064. (doi: 10.1080/0267257X.2015.1036102)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Khammash, Marwan and Griffiths, Gareth (2010) E-business complaint management: Perceptions and perspectives of online credibility. Journal of Enterprise Information Management, 23(5), pp. 653-660. (doi: 10.1108/17410391011083083)

Book Sections

Warke, Oliver, Jose, Joemon M. ORCID logoORCID: https://orcid.org/0000-0001-9228-1759 and Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 (2023) Utilising Twitter metadata for hate classification. In: Kamps, Jaap, Goeuriot, Lorraine, Crestani, Fabio, Maistro, Maria, Joho, Hideo, Davis, Brian, Gurrin, Cathal, Kruschwitz, Udo and Caputo, Annalina (eds.) Advances in Information Retrieval: 45th European Conference on Information Retrieval, ECIR 2023, Dublin, Ireland, April 2–6, 2023, Proceedings, Part II. Series: Lecture notes in computer science (13981). Springer: Cham, pp. 676-684. ISBN 9783031282379 (doi: 10.1007/978-3-031-28238-6_59)

Warke, Oliver, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 and Jose, Joemon ORCID logoORCID: https://orcid.org/0000-0001-9228-1759 (2022) Consumer Bullying in Online Brand Communities—Quantifying a Dark Social Media Phenomenon. In: Reis, J.L., López, E.P., Moutinho, L. and Santos, J.P.M.d. (eds.) Marketing and Smart Technologies. Series: Smart innovation, systems and technologies, 279. Springer: Singapore, pp. 641-651. ISBN 9789811692673 (doi: 10.1007/978-981-16-9268-0_54)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Jiménez, Nadia, Megicks, Phil, Krasonikolakis, Ioannis, Ramoglou, Stratos, Aagerup, Ulf and Happer, Catherine ORCID logoORCID: https://orcid.org/0000-0002-9711-8544 (2022) Bullying in online brand communities-exploring consumers' intentions to intervene. In: Hopfgartner, Frank, Jaidka, Kokil, Mayr, Philipp, Jose, Joemon and Breitsohl, Jan (eds.) Lecture Notes in Computer Science. Series: Lecture Notes in Computer Science (13618). Springer International Publishing, pp. 436-443. ISBN 9783031190964 (doi: 10.1007/978-3-031-19097-1_30)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Roschk, Holger and Feyertag, Christina (2018) Consumer brand bullying behaviour in online communities of service firms. In: Bruhn, Manfred and Hadwich, Karsten (eds.) Service Business Development: Band 2. Methoden – Erlösmodelle – Marketinginstrumente. Springer Gabler: Wiesbaden, Germany, pp. 289-312. ISBN 9783658224233 (doi: 10.1007/978-3-658-22424-0_13)

Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533, Khammash, Marwan and Griffiths, Gareth (2013) Online complaint communication strategy: an integrated management framework for e-businesses. In: Martínez-López, Francisco J. (ed.) Handbook of Strategic e-Business Management. Series: Progress in IS. Springer: Heidelberg, pp. 907-933. ISBN 9783642397462 (doi: 10.1007/978-3-642-39747-9_38)

Conference Proceedings

Warke, Oliver ORCID logoORCID: https://orcid.org/0000-0001-7149-2987, Jose, Joemon ORCID logoORCID: https://orcid.org/0000-0001-9228-1759, Breitsohl, Jan ORCID logoORCID: https://orcid.org/0000-0002-3337-5533 and Wang, Jie (2024) Capturing the Spectrum of Social Media Conflict: A Novel Multi-objective Classification Model. In: 14th International Conference on the Theory of Information Retrieval (ICTIR 2024), Washington D.C., USA, 13 July 2024, pp. 215-225. ISBN 9798400706813 (doi: 10.1145/3664190.3672510)

This list was generated on Sun Aug 2 10:08:03 2026 BST.

Supervision

Prospective PhD students are encouraged to send Jan a targeted proposal of no more than two pages relating to one or more of the following areas:

  1. Online harms and the negative consequences of social media marketing for consumers, brands, influencers and society.
  2. Consumer brand-cyberbullying, trolling, toxic comments, online hate and bystander behaviour.
  3. Brand and organisational moderation strategies and interventions for harmful online interactions.
  4. Digital sustainability communications, brand purpose and values, and moralising brand influencers.
  5. Evidence-based behaviour change in digital contexts.

Jan has supervised 4 PhD students to completion (last update: July 2026)

Teaching

Jan supports research-led teaching that combines current research, digital tools and collaborative learning to create interactive, evidence-based learning environments. He has developed iterative assessment approaches that promote critical engagement with peer-reviewed research and respond to the opportunities and challenges created by generative AI.

 

His teaching interests include:

  • Digital marketing
  • Consumerism & psychology
  • The dark side of marketing
  • Branding
  • Social media research tools

Additional information

 

Editorial, advisory and examining roles

  • Associate Editor, The Information Society (AJG 3* | CiteScore 2024: 6.3 | IF 2024: 3.5)
  • Member, Cybersmile Research Advisory Panel
  • Scientific Adviser on Online Harms in Football, Football Action Network
  • External Examiner at various universities

Selected external engagement

  • Evidence to the APPG on Football inquiry into Online Harms in Football
  • Presentation at the Scottish Government Climate Change and Sport event
  • Invited seminars and keynote speaker at various universities
  • Various best paper conference awards (2014-2025)
  • Various industry-funded projects

Profile photo of Dr Jan Breitsohl, Senior Lecturer in Marketing