Purpose: The biggest obstacle to the sustainable development of online brand communities is social loafing. Based on 3M Hierarchical Model of Personality, this paper aims to discuss the influence of the Big Five on social loafing in online brand communities, and consider the mediating role of dehumanization from the perspective of moral disengagement theory, so as to alleviate social loafing and promote the sustainable development of online brand communities.Design/methodology/approach: The data were collected utilizing the online self-report questionnaires. Community members of mobile phone brands represented by HUAWEI and Xiaomi completed the questionnaire sets. Based on the responses of 214 participants, a structural equation modeling was applied to examine the relationship between Big Five on social loafing in online brand communities. Later, bootstrap analysis was used to further explore the indirect effect of dehumanization.Findings: Only two personality traits, neuroticism and extroversion, have direct effect on social loafing, while agreeableness, conscientiousness and openness not. However, all the Big Five personality traits can indirectly influence social loafing through dehumanization.Originality/value: This study introduces the concept of social loafing into online brand communities, and analyzes social loafing from the unique research perspective of moral disengagement theory, which can not only contribute to the development of moral disengagement theory and social loafing theory but also provide guiding points for relieving social loafing in online brand communities.

HRMARS is well established journal publisher based in Pakistan. It is publishing prominent journals in social sciences since 2011.