Negative eWOM on Social Media: Role of Individual, Contextual and Social Determinants

Abstract

This study aims to expand the understanding of factors that lead to consumers' intentions to engage in negative e-word-of-mouth (NEWOM) on social media, following a negative experience. In particular, the study empirically suggests that perceived power over social media and negative emotions positively influence NEWOM intentions while reappraisal of emotion regulations has a negative influence on NEWOM intentions. Perceived homophily and the factors of social cognitive theory including social outcome expectations and social media self efficacy are found to have a significant impact on consumer's perception of power and control on social media. Brand attributions after a negative experience were found to influence negative emotions among consumers. Thus, including different individual, social and contextual factors, the study proposes a research model, which is designed using structural equation modelling (SEM) and tested using AMOS21. Finally, pertinent managerial and theoretical implications are highlighted.