Cyberbullying and Coping Mechanisms of YouTube Influencers in Metropolitan Cities

Abstract

Cyberbullying is one of the greatest challenges plaguing content creators at present. The study’s objectives are to comprehend the nature effect and the coping mechanisms of YouTube influencers and to develop practical solutions for dealing with it. This study employed an exploratory qualitative design. 10 YouTube influencers, both male and female, between the ages of 20 and 35, who own more than 1000 followers and have experienced cyberbullying were sampled for this exploratory qualitative study. Thematic analysis was conducted based on the transcription to identify the main themes and their sub-themes. The major reasons for cyberbullying identified from this study are jealousy, attention seeking, anonymity, popularity, and cyberbullying networks. The different coping mechanisms identified by the study are a positive outlook, adapting to change, learning new skills, ignoring, acceptance, work-life balance, setting boundaries, changing perception, focusing on priorities, reposting and deleting the bullying comments, supporting social circle, peer support, self-control, self-awareness, supportive followers, self-talks, limiting expectations and social media groups.