Negative Electronic Word Of Mouth Research Articles

The Effect of eWOM and Webcare on Customer Engagement and Brand Loyalty toward Live Streaming Platforms

Based on the negative electronic word of mouth (NeWOM) under the live streaming platform, the paper aims to explore the mechanism of proactive and reactive webcare on customer brand loyalty. We constructed three separate experiments with no webcare, proactive webcare, and reactive webcare in response to NeWOM during the live streaming platform. In this study, 210 valid questionnaires were collected for statistical analysis, including the Mann-Whitney U test and Pearson correlation analysis. Our findings reveal that proactive and reactive webcare positively influence cognitive, emotional, and behavioral engagement, with proactive webcare demonstrating greater effectiveness. We confirm a positive correlation between these forms of engagement and brand loyalty, highlighting the strong connection between behavioral engagement and brand loyalty. At the same time, this study provides crucial inspiration for the live-streaming platform managers to focus on providing proactive webcare and develop behavioral activities in live-steaming platforms to enhance customers’ brand loyalty.

Framing negative eWOM via conjunctions: The language of customer communication in the luxury hotel sector on social media

In the digital age, social media has a significant impact on consumer perceptions. This business communication study examines the linguistic strategies used to express and repair negative electronic word of mouth (eWOM) in Hong Kong’s luxury hotel sector. The data, which were collected from travel forums, consist of 17,344 words from online hotel reviews (11,647 words) and responses (5,697 words) made by the visitors and senior hotel management of 18 five-star hotels. Using systemic functional linguistics as a framework, this study analyses the logical relations that exist between expectant and concessive conjunctions, as well as the evaluative judgment resources present in an appraisal system. The analysis focuses on the poor service standards framed in the complaints and how the hotel management responds to such situations differently, particularly with respect to repairing customer expectations. This study also examines how loyal fans and frequent travellers present their customer identity when dealing with service-related issues. By developing an understanding of how luxury hotels manage customer complaints, repair customer relationships, and protect their brand reputation through dynamic interactions, this study can provide valuable communication insights for the hotel sector.

Exploring the Influence of Positive- and-Negative Electronic Word of Mouth on Online Consumer Behaviour and Customer Loyalty

This study aims at investigating the effect of both positive and negative electronic word of mouth (eWOM) on online consumer buying behaviour, customer satisfaction, and customer loyalty. A conceptual model is developed and tested with the data collected from 652 respondents from a developing country. After checking the psychometric properties of the survey instrument, hierarchical regression was performed to test the hypothesized relationships. The results indicate that (a) positive eWOM has a positive effect and negative eWOM has a significant negative effect on online consumer buying behaviour, (b) online buying behaviour is positively associated with customer satisfaction, which, in turn, is related to customer loyalty, and (c) trust in information moderates the relationship between (a) positive eWOM and online buying behaviour, and (b) negative eWOM online buying behaviour. The findings also suggest that trust in the product increases the strength of the positive effect of online buying behaviour and customer satisfaction. The theoretical contribution of this article stems from highlighting the importance of trust in information and trust in products in strengthening the relationship between eWOM and online buying behaviour. The conceptual model developed and tested in this study provides valuable insights into the effects of both positive and negative eWOM on customer satisfaction and loyalty. The study recommends that e-retailers identify the most appropriate platforms where the potential buyers interact with others and exchange reviews and comments that may profoundly affect online buying behaviour.

An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter?

Limited research has investigated the consequences of brand hate, particularly the pathways and contingent factors. This study addresses a critical gap by investigating the mediation of negative electronic word-of-mouth (NeWOM) intensity between brand hate and the two different forms of consumers’ coping behaviors: boycott (instrumental aggression) and brand sabotage (hostile aggression). It also demonstrates the moderating role of the Big Five personality traits in these pathways. An empirical survey with 391 participants recruited through Prolific reveals that brand hate directly affects NeWOM intensity, consumer boycott, and brand sabotage. These effects are more substantial for those who score high in neuroticism, extraversion, and conscientiousness. On the other hand, the effects of brand hate on NeWOM intensity and boycott are more profound when agreeableness is low. In contrast, only brand hate-to-boycott relationship strengthens when openness is low. Interestingly, NeWOM intensity mediates the relationships between brand hate and the two consumer behaviors, i.e., consumer boycott and brand sabotage. These findings enrich the literature on negative consumer-brand relationships and provide managers assistance in developing effective strategies for de-escalating consumers’ use of aggressive behaviors in response to brand hate.

Analysis of The Influence of Brand Image and Negative Electronic Word of Mouth on Repurchase Intention of Ice Cream Aice Consumers

The development of the internet in Indonesia is becoming increasingly widespread. One of the ice cream companies in Indonesia is experiencing negative electronic word of mouth due to internet developments. This study uses brand image as an intervention to examine the impact of unfavorable electronic word of mouth on repurchase intention. Purposive sampling was used to select 100 respondents and distribute questionnaires to them. Path analysis is the data analysis technique employed. The study's findings indicate that negative online reviews have little bearing on a brand's reputation. Negative online reviews affect consumers' intentions to make new purchases. Repurchase intent is influenced by brand perception. Repurchase intentions are impacted by negative brand perception and electronic word of mouth. By using brand image as an intermediary variable, negative electronic word of mouth has no impact on consumers' intentions to make another purchase.

Disentangling the antecedents of rational versus emotional negative electronic word of mouth on a peer-to-peer accommodation platform

PurposeAlthough extant studies have investigated the antecedents of negative electronic word of mouth (eWOM), they treated it as a unidimensional concept without classification. To bridge this knowledge gap, this paper distinguishes rational negative eWOM (RNW) from emotional negative eWOM (ENW) and leverages the consumer value framework to investigate their drivers in the context of peer-to-peer accommodation platforms (PPAPs).Design/methodology/approachThis study collected data through an online survey of 437 PPAP users. Partial least squares (PLS) were used to validate the proposed hypotheses. Further, the path coefficients comparison method was adopted to distinguish the different impacts of consumer values on RNW and ENW.FindingsThis research showed that self-presentation exerted a positive impact on RNW, but its relationship with ENW was insignificant. Anger and regret were, respectively, positively related to ENW and RNW. Besides, altruism exerted a positive effect on RNW, whereas it had a negative effect on ENW.Originality/valueFirst, this paper makes a fresh attempt to categorize negative eWOM into RNW and ENW. Second, this paper draws upon the consumer value framework to dissect varied motivations for posting RNW versus ENW on PPAPs. Third, this paper empirically verifies the differential influences that consumer values exert on RNW and ENW.

Four decades of negative word‐of‐mouth and negative electronic word‐of‐mouth: A morphological analysis

AbstractCustomers voice their negative brand experiences to their family and friends in the form of negative word‐of‐mouth (NWOM). Web 2.0 enables the sharing of NWOM in electronic format on various social media sites, online customer review forums, and blogs, which is known as negative electronic word‐of‐mouth (NeWOM). Researchers need to study the spread of NWOM/NeWOM to prevent adverse consequences for companies and suggest an optimal response for its redressal. Existing literature review studies have focused on word‐of‐mouth (WOM) and electronic WOM (eWOM) and have considered both positive and negative WOM and eWOM concurrently. Past literature reviews have captured the breadth of the WOM domain, ignoring the depth. This research article contains a review of 282 journal papers capturing the depth of the extant literature by focusing solely on ‘negative’ WOM and eWOM (NWOM and NeWOM), and presents a broad view of the NWOM and NeWOM domains using morphological analysis (MA). This will help to conceptualize and categorize the existing state‐of‐the‐art literature into broad dimensions and identify future research opportunities. The MA framework helps to bifurcate this literature into the following four dimensions: (i) nomenclature of NWOM and NeWOM, (ii) antecedents of NWOM/NeWOM, (iii) impacts of NWOM/NeWOM, and (iv) prevention and recovery response to NeWOM. Further dissection of these four dimensions leads to 15 sub‐dimensions and 217 variants. Combinations of the 217 variants enable the identification of 550 novel future research opportunities in the area of NWOM and NeWOM.

When WhatsApp changed its privacy policy: explaining WhatsApp discontinuation using an enablers-inhibitors' perspective

PurposeThe purpose of this paper is to understand the factors that enable and inhibit WhatsApp users' discontinuance intention (DI) following the change in WhatsApp's privacy policy.Design/methodology/approachUsing the enabler-inhibitor model as a framework, a research model consisting of discontinuation enabler distrust (DT) and the DT's antecedents [(negative electronic word of mouth (NEWOM), negative offline word of mouth (NOWOM) and privacy invasion (PI)], discontinuation inhibitor inertia (INR) and INR's antecedents (affective commitment, switching cost and use habit) and moderator structural assurance was proposed and tested with data from 624 WhatsApp users using partial least square structure equational modeling (PLS-SEM).FindingsThe results show that DT created due to NEWOM and a sense of PI significantly impact DI. However, INR has no significant impact on DI. Structural assurance significantly moderates the relationship between DT and DI.Originality/valueThe paper collected data when many WhatsApp users switched to other platforms due to the change in WhatsApp's terms of service. The timing of data collection allowed for collecting the real impact of the sense of PI compared to other studies where the effect is hypothetically induced. Further, the authors acknowledge social media providers' efforts to address privacy criticism and regain users’ trust, an area that has received little attention in prior literature.

Negativni efekti humora u marketinškim komunikacijama

Humor is an essential component of human psyche. Smart businesses recognize the value of incorporating humor into their marketing communications. Marketing experts have long recognized that in order to bring their brands closer to their customers, marketing communication must be designed to connect with them emotionally, not just rationally. Because humor captures people's attention, using it into an advertising campaign enables businesses just that, to connect emotionally with their customers. Humor in advertisements is a terrific technique to strengthen companies and elicit favorable emotions in consumers, leaving them with a lasting overall pleasant impression. At the same time, businesses must exercise caution when using humor in their advertising and campaigns. Famous brands have a global presence, and often translate their advertising messages, but this does not always work as planned. Unskillful adaptation of advertising content to foreign markets and misunderstanding of cultural differences can do significant damage to the brand and business in general. Furthermore, if the humor in the advertising message is improper, harsh, or unpleasant, it might elicit negative feelings in customers and provide businesses with the opposite effect than intended. In a digital context, a corporation can enhance brand awareness by creating a creative, hilarious, and viral product promotion that consumers share with their peers. Clumsily created humorous content, on the other hand, is likely to produce consumer unhappiness and trigger negative electronic word of mouth (which is very difficult to control), causing significant damage to brand image and influencing purchasing decisions.

How Positive and Negative Electronic Word of Mouth (eWOM) Affects Customers’ Intention to Use Social Commerce? A Dual-Stage Multi Group-SEM and ANN Analysis

Advances in Web 2.0 technologies have led to the widespread assimilation of electronic commerce platforms as an innovative shopping method and an alternative to traditional shopping. However, due to pro-technology bias, scholars focus more on adopting technology, and slightly less attention has been given to the impact of electronic word of mouth (eWOM) on customers’ intention to use social commerce. This study addresses the gap by examining the intention through exploring the effect of eWOM on males’ and females’ intentions and identifying the mediation of perceived crowding. To this end, we adopted a dual-stage multi-group structural equation modeling and artificial neural network (SEM-ANN) approach. We successfully extended the eWOM concept by integrating negative and positive factors and perceived crowding. The results reveal the causal and non-compensatory relationships between the constructs. The variables supported by the SEM analysis are adopted as the ANN model’s input neurons. According to the natural significance obtained from the ANN approach, males’ intentions to accept social commerce are related mainly to helping the company, followed by core functionalities. In contrast, females are highly influenced by technical aspects and mishandling. The ANN model predicts customers’ intentions to use social commerce with an accuracy of 97%. We discuss the theoretical and practical implications of increasing customers’ intention toward social commerce channels among consumers based on our findings.

Underlying Mechanisms of Brand Feedback's Mixed Effects in E-Commerce: Roles of Perceived Controllability, Stability, and Brand Trust.

The study (N = 879) investigated underlying mechanisms of the effects of brand feedback (a business' written response) to negative electronic word of mouth (eWOM) messages (e.g., online product reviews) using the theoretical framework of the attribution theory. Findings suggest that brand feedback can positively (via an indirect route) as well as negatively (via a direct route) affect prospective consumers' purchase intentions. Brand feedback positively affects purchase intentions in part through a reduction in consumers' perceptions of the brand's volitional control over the problem (controllability) and long-lasting nature (stability) of the cause of the problem described in a negative eWOM. Brand trust also partially mediates these indirect positive effects.

Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And Prestige

This study aims to: (1) introduce the concept of resilience to negative electronic word of mouth (eWOM); and (2) examine a process model from self-congruity, brand attachment, brand prestige, and resilience to negative eWOM using a moderation mediation model. A time-lag approach was conducted to collect data, involving 312 students from two universities in Jakarta. Moderation hierarchical regression using a macro process is used to test the hypothesis. The results show that resilience to negative eWOM can be strengthened through personal resources (self-congruity, brand attachment, and brand prestige). The brand attachment has been proven to be a vital factor that can strengthen resilience to negative eWOM, and this relationship becomes more robust as perceived brand prestige at a high level. These findings extend existing topics related to eWOM by presenting another form of consumer loyalty and trust in a brand through resilience to negative eWOM.

Value co-destruction and negative e-WOM behavior: the mediating role of tourist citizenship

Co-destrucción de valor y comportamiento negativo de e-wom: el papel mediador de la ciudadanía de los turistasResumenObjetivo/PropósitoLa investigación ha examinado el efecto de la destrucción conjunta de valor en la ciudadanía del cliente y en los comportamientos negativos de e-WOM. Además, la investigación tuvo como objetivo determinar el papel mediador de la ciudadanía turística entre la co-destrucción de valor y los comportamientos negativos de e-WOM.MetodologíaUtilizando un método de muestreo por conveniencia, se recopilaron datos de 704 clientes que compraron sus productos turísticos a través de un proceso de cocreación. Se aplicaron análisis factoriales exploratorios y confirmatorios a los datos para determinar los factores que componen las dimensiones en el modelo de investigación. Se utilizó el modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM) para evaluar la relación en el modelo de investigación propuesto en la investigación.ResultadosLos resultados de la investigación indicaron que la co-destrucción de valor afectó el comportamiento de ciudadanía del cliente y el e-WOM negativo. Mientras que el comportamiento de ayuda de la ciudadanía del cliente afectó al e-WOM negativo, el comportamiento de defensa de la ciudadanía del cliente no afectó al e-WOM negativo. La investigación, sin embargo, encontró un efecto de mediación solo indirecto: un comportamiento de ayuda en la relación entre la co-destrucción de valor y el e-WOM negativo.OriginalidadEl documento ayuda a explicar los antecedentes y los resultados de la co-destrucción de valor desde la perspectiva del cliente. Además, su información puede permitir a las empresas turísticas gestionar de forma eficaz y eficiente el proceso de creación conjunta de valor y evitar la destrucción conjunta de valor. Los datos de la investigación también proporcionarán sugerencias útiles a otros investigadores y representantes del sector.Implicaciones TeóricasLa investigación ha examinado los comportamientos antecedentes que causan la destrucción conjunta de valores y los efectos de estos comportamientos en los resultados de la experiencia vacacional. Esta información luego se combinó en un modelo y se evaluó en un marco holístico. Teóricamente, la investigación nos ayuda a comprender el impacto del comportamiento de co-destrucción de valor en el comportamiento de la ciudadanía y en la tendencia negativa de e-WOM de los turistas. La investigación examina el comportamiento de co-destrucción de valor y su efecto en los resultados de la experiencia vacacional simultáneamente.Implicaciones GerencialesLa investigación proporciona un marco que las empresas turísticas pueden usar para producir y ofrecer servicios que atribuyan valor a sus clientes y para gestionar procesos y comportamientos comerciales disfuncionales y disruptivos para reducir la co-destrucción de valor. La investigación también proporciona una nueva forma para que los profesionales del sector turístico comprendan y generalicen los cambios de comportamiento de los turistas causados por la destrucción conjunta de valor durante y después de su experiencia.Limitación e Investigación FuturaEsta investigación tiene varias limitaciones que podrían sugerir direcciones para investigaciones futuras. Se seleccionó como escenario de investigación a los clientes que compran experiencias turísticas a través de un proceso de co-creación. Por esta razón, los resultados de esta investigación podrían no aplicarse a otros turistas. Esta investigación también examinó la co-destrucción de valor solo desde el lado de la demanda. Además, la investigación proporcionó evidencia preliminar sobre las premisas y los resultados de los comportamientos de co-destrucción de valor en el contexto del turismo. Además, la investigación futura podría intentar ampliar el presente trabajo mediante la identificación de factores adicionales que pueden gestionar la destrucción conjunta de valor y otros resultados de la destrucción conjunta de valor para las empresas.

The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM)

The purpose of this study is to investigate the role of negative electronic word-of-mouth (N-eWOM) messages on attitudes, subjective norms, perceived behavior control (PBC), and the intention to purchase sustainable dairy products. This study also investigates the moderating role of product sustainability claims to reduce the effect of N-eWOM on customers. It comprises two experiments on college students (n = 120; 90) who have at least two accounts on different social media platforms. We use both qualitative and quantitative techniques. The model was developed and tested on data collected from questionnaires. The results of Study 1 suggest that N-eWOM reduces purchase intentions, attitudes, subjective norms, and PBC. High N-eWOM reduces purchase intention more than the low N-eWOM. Study 2 found that with high N-eWOM, product sustainability claims (congruent or incongruent) moderate the effect of N-eWOM on attitudes, subjective norms, PBC, and purchase intention. Purchase intention is higher when a product sustainability claim is congruent. These novel findings contribute to our understanding of ways to mitigate the impact of N-eWOM by taking preventive actions, such as making product sustainability claims.

How Positive and Negative Electronic Word of Mouth (Ewom) Affects Customers’ Intention to Use New Online Channels: A Dual Stage Multi Group-Sem and Ann Analysis

How Positive and Negative Electronic Word of Mouth (Ewom) Affects Customers’ Intention to Use New Online Channels: A Dual Stage Multi Group-Sem and Ann Analysis

Analysis of The Influence of the Negative Electronic Word of Mouth and Its Effect on Repurchase Intention Mediated by Company Mitigation Responses

The purpose of this study was to determine the Negative Effect Of Electronic Word Of Mouth (NeWOM) on Repurchase Intention (RI) mediated by Company Mitigation Responses (CMR) on energy drinks products in Indonesia. This research method using quantitative research with the sampling technique in this study using a purposive random sampling technique. The sample obtained in this study amounted to 140 samples. The results showed that the negative variable brand experience sharing did not have a significant effect on negative electronic words of mouth, the negative variable electronic reviews had a significant effect on negative electronic words of mouth, and the negative variable electronic words of mouth had a significant effect on repurchase intentions, social variables. Networking has been shown to mediate the negative variable brand experience sharing on negative electronic word of mouth and the intensity variable use of social networking sites has also been shown to successfully mediate the effect of negative electronic reviews on negative electronic word of mouth. For further research, in order to be able to examine in a wider research context and in a larger sample of big cities. In addition, future research can embrace aspects related to other attributes of other branded products such as features, price, quality, and social attributes to provide greater insight into consumer behavior.

The Impact of Willingness to Engage in NeWOM and Brand Attitudes on Purchase Intention Mediated by Company Mitigation Responses: A Case Study of The Energy Drink in Central Java

The aims of this study were to determine the impact of willingness to engage in negative eWOM from and brand attitudes on purchase intention of Joss extra energy drink products mediated by mitigation responses of companies in Central Java. The method in this is descriptive and verification. This study used a purposive random sampling technique with a total sample of 167 respondents. The results of this study indicate that the Brand Attitude variable has nonsignificant effect on Repurchase Intention, the negative brand experience sharing (NBES) variable has nonsignificant effect on engaging in NeWOM, the negative electronic review (NER) variable has a significant effect on engaging in NeWOM, the variable involved in NeWOM has a significant effect on Brand Attitude, the variables involved in NeWOM have no significant effect on Repurchase Intention, and the CMR variable has not been proven to be successful in mediating the relationship between engaging in NeWOM and Repurchase Intention. This study also contributes to the meaning of strategic management, by empirically proving the importance of mediation of social networking sites and company mitigation responses variables and their role in influencing NBES and negative electronic reviews, negative electronic word of mouth on repurchase intention. The managerial implications to determine behavior and actions in assessing the performance of the company to seek the efforts made in dealing with the negative impact of NeWOM.

Responding to Negative Electronic Word of Mouth to Improve Purchase Intention

Retailers have little control over what their customers say about their products and services online. Review platforms (e.g., Yelp and Travelocity) are rife with negativity, from both real customers with bad experiences and from fake reviews created by competitors. These negative reviews have been shown to influence the purchasing behavior of future consumers. Many platforms do afford companies some control by including them in the online conversation about their products or services. Crafting a response to a poor review which appeals to future consumers may mitigate some of the negative outcomes associated with that review. This study advances our knowledge of responding to negative reviews by adding to the growing body of research, using a simulation-based experiment to test the influence of three elements of a review response on purchase intention (i.e., an apology, an explanation and a pledge to correct the problem identified in the review). In doing so, the data show that purchase intention increases only when a response contains all three elements. Implications for e-commerce researchers and review platform developers are discussed.

Reconciling the effects of positive and negative electronic word of mouth: roles of confirmation bias and involvement

PurposeThe study explored users' tendency of confirmation bias when processing congenial vs. uncongenial electronic-word-of-mouth (e-WOM) about mystery fictions, a hedonic product category with strong experience and hedonic characters.Design/methodology/approachA two-stage judgment approach was employed where the participants were asked to judge a set of mystery novels twice: one before, and another after they were exposed to positive and negative e-WOM. The first-stage judgment established two favored and two disfavored titles by each participant. They were then asked to read six consumer reviews – three positive and three negative – for each of the four titles. The procedures created four review evaluation situations: two congruent and two incongruent, which allowed the authors to assess the participants' perceptions of congenial and uncongenial reviews and their rating adjustments of the titles. Participants' involvement in mystery novels was also measured to test its moderating effect on confirmation bias.FindingsConfirmation bias in the evaluation of e-WOM was observed and reinforced by the user's involvement in the genre. Congenial reviews were perceived to be significantly more credible, better reflect the intrinsic value of a title and less subjectively motivated than uncongenial reviews. Furthermore, after exposure to equal amount of positive and negative e-WOM, an asymmetrical adjustment of final rating of the titles was observed. A significantly greater downward adjustment was observed for disfavored than favored titles. Stronger positive confirmation bias was also observed in the evaluation of WOM.Research limitations/implicationsPrevious studies on e-WOM have shown conflicting findings on the relative efficacy of positive vs. negative reviews. By introducing the factor of prior attitudes, the study demonstrated that whether WOM is consistent with an individual's prior attitude, rather than the valences of WOM in itself, determines its persuasiveness. Thus, it established the confirmation bias in users' processing of e-WOM. The finding highlights the importance for marketers to establish a positive initial impression, which, as the findings demonstrated, helps alleviate the damages caused by negative WOM.Originality/valueThis is the first study that has ever attempted to study the effect of confirmation bias during the users' processing of e-WOM in an experimental setting. By having the participants judge the books before and after exposure to congenial and uncongenial e-WOM, the authors were able to establish the link between the users' prior commitment to a book and their subsequent judgment of both the titles and the e-WOM.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2020-0026

THE ROLE OF COMPANY REPUTATION IN MITIGATING NEGATIVE WORD OF MOUTH

The study aims to investigate whether a company reputation can be used to reduce the impact of negative electronic word of mouth (eWOM). We conducted experimental research in two studies along with 225 college students, who at least have two accounts in different social media, as participants. We use both qualitative and quantitative methodologies. Qualitative research was carried out with focus group interviews to decide the number of high or low negative reviews as well as the level of credibility. Quantitative research used cross-sectional field design by pilot study and the main study. The model was tested and developed using data collected by questionnaires in paper surveys. The results of study 1 suggest that negative eWOM reduces purchase intentions mediated by the subjective norms and perceived behavior control. High negative eWOM reduces purchase intention more than low ones. Study 2 found out that in a condition of high negative eWOM, good company reputation’s perception affected purchase intention mediated by attitude. Furthermore, purchase intention is higher when a good company reputation’s perception is stronger. Therefor Organizations should convey its company reputation to their customer visually to get a good perception. Further research to investigate another variable that the company has is required.