Word Of Mouth Behavior Research Articles

Exploring consumer value in meal kit delivery: A mixed‐method approach

AbstractThis study aims to investigate various types of values consumers experience within the meal kit delivery context, their influences on satisfaction and word‐of‐mouth (WOM), and the moderating effects of demographics between consumer values and satisfaction with a mixed‐method approach. The qualitative study employed a critical incident technique that analyzed consumers' online reviews, resulting in 285 critical incidents. The analysis revealed five themes of consumer value unique to the meal kit usage, including excellence, convenience, monetary value, epistemic value, and self‐esteem. The quantitative study from an online survey of 300 consumers used a structural equation modeling, which provided support for the influences of the five consumer values on satisfaction, subsequently enhancing consumers' WOM behavior. Besides, the multi‐group analysis revealed that the impacts of consumer values on satisfaction depended on their marital status and household income. This study contributes to the consumer behavior literature in three areas. First, it expands the consumer value literature by identifying multiple dimensions of consumption values unique to meal kit delivery that gained popularity during the COVID‐19 pandemic. Second, this study contributes to the consumer satisfaction and loyalty literature by demonstrating the impacts of different dimensions of values on consumer responses. Lastly, it expands our knowledge of consumer demographic characteristics that change the dynamics between consumer values and satisfaction. The findings provide valuable insights into the fast‐growing meal kit industry and allow the service providers to better align their products/service attributes with the values consumers appreciate.

How is CSR scepticism amplified? Effects of corporate social irresponsibility and perceived controversy in the casino industry

ABSTRACT Although corporate social responsibility (CSR) has been instrumental in achieving corporation’s competitive advantage, this is not the case for casinos. This study examines how CSR scepticism develops in the context of the casino industry by investigating the effects of customers’ attitudes towards casinos engaged in corporate social irresponsibility (CSI) and the controversy surrounding casino businesses on CSR scepticism, which leads negative word-of-mouth (WOM) and protest behaviour. To this end, 310 South Korean casino customers completed an online questionnaire. The results of partial least squares path modelling revealed direct effects of customers’ attitudes towards firms exhibiting CSI and the perceived controversy on CSR scepticism leading to negative WOM and protest behaviour. The impact of the attitude towards firms exhibiting CSI on CSR scepticism was found to differ between low perceived controversy and high perceived controversy customers. The findings suggest that casino companies should strive for transparency and develop appropriate CSR initiatives.

The Effect of Customer Satisfaction on Word-of-Mouth Communication: The Mediating Role of Face Perception

Traditional theoretical research suggests that negative word-of-mouth (WOM) communication is stronger, but due to cultural differences between East and West, Chinese face psychology in interpersonal interactions affects consumers' WOM behaviors. Based on the theory of face psychology, this paper utilizes the experimental method to explore the relationship between face perception in customer satisfaction and willingness to spread WOM after consuming a high-end brand. The results show that in the case of satisfaction, positive WOM communication willingness is higher for premium brands than for ordinary brands in order to gain face, but in the case of failure, negative WOM communication willingness is lower for premium brands than for ordinary brands in order to avoid losing face; consumers' face perception has a mediating role between satisfaction and WOM communication willingness.

Discovering the relationships between event identity, satisfaction, image, WoM, and re-participation intention

Although small-scale dance events are popular as a postmodern socialization tool for modern people, little is known about participants’ behavioral intentions in active small-scale dance events. This research examined the hierarchical relationship between event image, event satisfaction, event identity, and behavioral intentions, including re-participation intention and positive word-of-mouth (WoM) behavior, in a repeated small-scale dance event. A total of 412 participants of the Eskisehir Dance Festival (EDF), a repeated small-scale dance event, were reached by the convenience sampling method. Research data were analyzed using structural equation modeling (SEM). First, the model’s compatibility with the data was evaluated by applying confirmatory factor analysis to the model, which includes all research structures. AVE, Cronbach alpha, and CR values were analyzed for all constructs. The conceptual model of the research was analyzed using the AMOS v22. Event image is an important predictor of both event satisfaction (β =0.88; p <0.01) and event identity (β =0.46; p <0.01). In addition, event satisfaction significantly impacted event identity (β =0.76; p <0.01). Event identity is the predictor of re-participation intention (β =0.24; p <0.01) and positive WoM behavior (β =0.88; p <0.01). Finally, WoM behavior positively affected reparticipation intention (β =0.88; p <0,01). Research results made significant empirical contributions to the literature on repeated small-scale dance events. In addition, based on the research results, suggestions were presented to managers of small-scale dance events that they could use in their marketing strategies.

DOMESTIC TOURISTS’ SATISFACTION WITH FACILITY QUALITY IN NEW NORMAL ERA AND ITS INFLUENCE ON WORD-OF-MOUTH IN TOURIST DESTINATION

In a new normal era, tourism should be able to adapt to the innovation in the tourism sector and attempt to obtain the tourists’ trust back. This study attempted to measure the effect of facility quality satisfaction on word-of-mouth (WOM) behavior among domestic tourists in the new normal era. In addition, this study also aimed to examine tourist satisfaction with tourist destination service. SmartPLS-SEM analysis was used to examine the influence of tourist satisfaction on WOM intention. Whereas, to investigate the key attributes of facility quality affecting tourist satisfaction, importance – performance analysis (IPA) was used. From 100 respondents, this study revealed that facility quality significantly explained tourist satisfaction by 71.7% and 92.2% of variance in WOM behavior. Tourist satisfaction was found to mediate the relationship between facility quality and word of mouth behavior. This study generates crucial elements that tourist destination managers should consider when creating marketing strategies specific to market segments.

How integrated store-service quality promotes omnichannel shoppers’ word-of-mouth behaviors: the moderating role of perceived relationship investment and the shopper’s perceived value

PurposeThe post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.FindingsThe results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.Research limitations/implicationsThe sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.Originality/valueThis study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.

Examining the determinants of consumer support for corporate social advocacy

PurposeUsing the theory of planned behavior (TPB) as a theoretical framework, this study investigates individual level psychological determinants of individuals word-of-mouth (WOM) intentions as a way to support corporate social advocacy (CSA).Design/methodology/approachAn online survey (N = 505) using a Qualtrics panel was conducted.FindingsIndividuals' attitudes towards WOM, subjective norms, and self-efficacy was positively associated with their positive WOM intention, whereas perceived controllability over WOM behaviors was not associated with WOM intention. Age was negatively associated with WOM intention.Originality/valueThis study is one of the early attempts to test individual level factors in shaping individuals' WOM intention in response to CSA. This study also employed recent TPB argument and tested the role of self-efficacy and perceived controllability on behavioral intentions in the context of corporate communication. The findings of this study offer theoretical and practical insights to corporations when developing CSA campaigns and designing CSA messages.

Impact of product customization level on consumer's word-of-mouth behaviors and contents: a field study

PurposeCustomization, a marketing strategy through providing personalized products, might be a new solution to motivate consumer feedbacks in electronic commerce (e-commerce) websites. Taking the dual-value of customization (emotional involvement and uniqueness expression) as the theoretical basis, this study aims to investigate the impact of customization on consumer's word-of-mouth (WOM) behaviors and contents by motivating: (1) more, (2) faster, (3) positive at first and then negative, (4) longer and (5) more helpful WOMs.Design/methodology/approachA field study was conducted with multi-sourced data: customer order data from a Chinese retailer and WOM data from Amazon.com. The two datasets were matched to filter out 463 online reviews among 6,892 customers who placed customized orders. Heckman's two-stage model, logistic regression, Ordinary least squares regression, Tobit regression, analysis of covariance and Lind–Mehlum U Test were used in the data analysis.Findings This study has found that (1) customization level motivates WOM behaviors including WOM posting and WOM speed, (2) an inverted U-shaped relationship exists between customization level and consumer rating and (3) customization level has a significantly positive impact on WOM helpfulness but not on WOM length.Originality/value This study advances theoretical development in the area of WOM motivators by proposing a new product-centric approach, customization, to stimulate voluntary WOMs. Empirical field research that analyzes consumer's real responses to customization is in scarcity. The dual-value of customized products is proposed as the underlying mechanism to explain the impact of customization level on consumer's WOM behaviors/contents. An interesting inverted U-shaped relationship is found between customization level and customer rating. This research provides nuanced practical guidance for websites, companies and consumers.

How omnichannel integration promotes customer word-of-mouth behaviors: the mediating roles of perceived personal preference fit and perceived social relatedness

PurposeThis study aims to investigate the psychological mediating mechanisms through which omnichannel integration affects customer word-of-mouth (WOM) behaviors in omnichannel retailing.Design/methodology/approachGuided by prior omnichannel retailing studies, the authors identify taxonomy of customer WOM behaviors with three archetypes, namely, face-to-face WOM, online store WOM, and social media WOM. Then, the authors draw on social exchange theory (SET) to explain how omnichannel integration influences customer WOM behaviors through the mediating roles of perceived personal preference fit and perceived social relatedness. The authors empirically tested the model using structural equation modeling and multiple mediation analysis with a field survey of 335 omnichannel customers.FindingsPerceived personal preference fit positively influences face-to-face WOM and social media WOM, whereas perceived social relatedness is positively associated with face-to-face WOM, online store WOM, and social media WOM. Furthermore, transactional integration and relational integration positively affect perceived personal preference fit, whereas relational integration has a positive effect on perceived social relatedness. Finally, perceived personal preference fit mediates the effects of transactional integration and relational integration on face-to-face WOM and social media WOM. Perceived social relatedness mediates the effects of relational integration on face-to-face WOM, online store WOM, and social media WOM.Originality/valueThe authors' study advances the omnichannel retailing literature by proposing a taxonomy of customer WOM behaviors in omnichannel retailing and identifying the mediating mechanisms through which omnichannel integration influences customer WOM behaviors.

Attracting the millennial customer: the case of food trucks

PurposeThe purpose of this paper is to examine millennial customer perceptions of food trucks and to identify factors that can foster their behavioral intentions pertaining to food trucks.Design/methodology/approachThe study is based on a sample of 247 millennial customers of various food truck vendors in the United States and was assessed using ordinary least squares regression analysis.FindingsFood truck image and employee friendliness were found to impact both customer satisfaction and word of mouth behavior; however, the other hypotheses were not supported.Research limitations/implicationsThere were two limitations. The first was that one of the constructs did not achieve the minimum average variance extracted. The second was that data collection was done in a single city in the United States; therefore, future research could overcome these limitations through a refinement of the construct’s items and targeting more cities.Originality/valueThere has been limited academic research on the millennial customer perceptions of the food truck phenomenon. This research addresses that gap through a field study that examines factors that contributed to the growth and popularity of food trucks among millennials

Influence of service quality, loyalty programme and perceived value on word-of-mouth behavior of domestic and international airline passengers in India

Purpose This paper aims to investigate the combined effect of airline service quality (ASQ), loyalty programme and perceived value (PV) on word-of-mouth (WOM) behavior of passengers’ traveling to domestic and international destinations from India. Design/methodology/approach Passenger’s perception on service quality, loyalty programme and PV varies with flight type, which can affect WOM. This study was designed to know whether destination based difference in passengers’ perception on airline services affects their WOM. Hence, a sample of 554 frequent passengers was taken, which includes 358 domestic and 196 international passengers. The responses were collected using well-structured questionnaire. The hypothetical model was developed and tested using structural equation modeling using analysis of a moment structures (AMOS). Findings Travel destination (flight) type moderates significantly the effect of ASQ on WOM behavior. ASQ affects WOM behavior more in domestic passengers. PV and loyalty programme do not moderate significantly with respect to destination type. PV was found to have significant influence on international passengers. However, loyalty programme was significant among domestic passengers. Practical implications Airline managers can develop appropriate marketing strategies targeting the passenger influencing attributes. ASQ is the most significant attribute applicable to both flight types. The airlines can focus on attractive ticket fares for international passengers and more loyalty programme benefits for domestic passengers. Originality/value This study examined the combined effect of ASQ, loyalty programme and PV on WOM behavior of passengers traveling in domestic and international sectors, which has not been researched yet.

Customer captivity, negative word of mouth and well-being: a mixed-methods study

PurposeWhen customers feel that they have no choice but to stay with their current provider to obtain a service that they need, they feel captive. This study aims to investigate customer captivity as a type of vulnerability and evaluate its effects on customers’ service evaluation and word-of-mouth (WOM) behavior, as well as to identify solutions that reduce customers’ feelings of captivity and improve their well-being.Design/methodology/approachThis sequential, quantitative–qualitative, mixed-methods study draws from a survey of 1,017 customers and a qualitative analysis of 20 in-depth semi-structured interviews. Moderated mediation analysis is used to test the quantitative hypotheses; a thematic analysis explores the qualitative data.FindingsThe results of the quantitative study show that captivity emotions and price unfairness perceptions are two manifestations of customer captivity, which directly and indirectly affect service evaluations and WOM behavior. The findings of the qualitative study highlight how captive customers use emotional support-seeking negative word-of-mouth (NWOM) as a solution to reduce their captivity emotions and improve their well-being, by reinforcing their social ties and regaining a sense of control.Research limitations/implicationsThis study advances transformative service research by demonstrating how captivity affects customers’ well-being and customer vulnerability literature by investigating captivity as a type of vulnerability. It contributes to service marketing literature by identifying customer captivity as a boundary condition for generic service evaluation models.Practical implicationsCaptive customers seek emotional support and consequently spread NWOM. Therefore, it is critical for service providers to reduce customers’ captivity feelings and implement adequate solutions to prevent NWOM and decrease the risk of negative impacts on their profitability.Originality/valueAny customer can become vulnerable, due to contextual circumstances. This study focuses on customer captivity as a type of vulnerability and proposes adapted solutions to improve customers’ well-being.

The role of customer experience in the perceived value–word-of-mouth relationship

PurposeThe customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this gap, this study aims to explore CX’s role in the CPV–WoM behavior relationship, the role of WoM behavior arising from CX and whether CX acts as a core mediator (vs a moderator) in the association of CPV and subsequent consumer-behavior outcomes.Design/methodology/approachBy conducting two studies spanning a broad range of services, this paper explores the relationship between CPV, CX, and WoM behavior through structural equation modeling.FindingsThe findings are that CX plays a crucial role in the CPV–WoM relationship, thereby confirming the existence of a direct link between CPV (social/hedonic/utilitarian value), CX and WoM. The results also highlight CX’s mediating role in the relationship between social and utilitarian (but not hedonic) values. Moreover, the results reveal that the EXQ scale, measuring CX, comprises distinct experiences perceived by high and low CX-based customer segments, respectively.Practical implicationsCPV (utilitarian, hedonic, social) not only affects consumers’ behavioral intentions but also, more importantly, their WoM behavior. Therefore, managers need to consider all three values. Moreover, managers should shift their focus from social value perceptions to CX. The results suggest that managers need to devote additional resources to the development of a suitable CX, which will help mitigate consumers’ online and/or offline brand-related WoM. This study indicates the context in which managers must emphasize the construct that produces positive outcomes.Originality/valueBy identifying a direct relationship between CPV, CX and the ensuing consumer-behavior outcomes, the study offers important theoretical insight into CX’s nomological network.

Analyzing the Direct Relationship between Every-Single Dimensions of Service Quality and WOM with a Particular Multidimensional Scale of WOM Behavior

ABSTRACT There are remarkable researches about the relationship between word of mouth (WOM) and service quality, but there are very limited researches that explain the direct relationship between every single dimension of service quality and three major dimensions of WOM (value, intensity, and content) in the resort hotel industry. So, the research mainly aims to determine the direct relationship between every single dimension of service quality and the three major dimensions of WOM in the (resort) hotel industry. The secondary purpose of the research is to determine significant differences between sociodemographic characteristics and the three major dimensions of WOM if there are any. Additionally, the most preferred WOM channels and the most discussed WOM content were determined in this study. The research was conducted for 416 domestic tourists who have accommodation experiences in four and five stars resort hotels in Muğla province, Turkey, and quantitative data analysis was used through IBM SPSS. The findings of the research show that there are significant relationships between the three major WOM dimensions and service quality dimensions (apart from physical characteristics). Based on the important results of the research, managerial implications and theoretical contributions were discussed thoroughly in “Results and discussion” and “Conclusion and implications.”

Justice (is not the same) for all: The role of relationship activity for post-recovery outcomes

Despite the widespread adoption of the justice framework in service recovery literature, research findings vary as to what dimension - distributive, interactional, procedural - is most important. This paper contributes to this debate by considering how an easily accessible variable like relationship activity (i.e., the frequency of visiting and purchasing from a company) moderates the impact of the justice dimensions on post-recovery customer outcomes. Findings show that distributive justice is the only dimension impacting word-of-mouth (WOM) and repurchase behavior for low- and medium-relationship-activity customer segments. For a high-relationship-activity segment, all justice dimensions have a positive and balanced impact on WOM and/or repurchase behavior. This research demonstrates the potential of a segmented approach for recovery, while also providing managers with valuable insights into how they can use readily available information to adapt their service recovery efforts.

PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DI MEDIA SOSIAL FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN

The development of information technology and the internet is currently developing very widely. This greatly affects the lifestyle of most humans at this time. The internet is an important part of everyday life in terms of accessing existing social media. Changes also occur in WOM (Word Of Mouth) communication. Through e-WOM communication, WOM behavior in social media, consumers can obtain information and exchange opinions about products and services. The purpose of this research is to investigate the effect of e-WOM in social media Facebook towards Purchasing Decision on Muca Cafe Kupang. The variables in this study are the independent variable; e-WOM (Intensity, Valence of Opinion, Content) and the dependent variable; Purchasing Decision. The population in this study were consumers who befriended in social media Facebook with Muca Cafe, with a sample of 100 respondents conducted by purposive sampling method. Data collection techniques in this study using the questionnaire method. The instruments were applied Validity Test, Reliability Test, Classic Assumption Test, and Hypothesis Testing using t-Test and F Test. Data analysis techniques used Descriptive Statistics, Multiple Linear Regression, and Coefficient of Determination. The result of this study indicates e-WOM through social media Facebook has a significant effect on Purchasing Decision. Thus, Muca Café should optimize its social media Facebook to attract many consumers.
 Keywords: Content, Electronic Word Of Mouth, Intensity, Purchasing Decisions, Valence of Opinion

How implicit self-theories and dual-brand personalities enhance word-of-mouth

Purpose Consumers subscribe to different mindsets or implicit theories of personality malleability, namely, fixed and growth mindsets. This study aims to investigate how and why consumers’ mindsets can influence their word-of-mouth (WOM) intentions toward a brand and the consequent implications for a brand’s personality. Design/methodology/approach Three mall-intercept studies and one online study demonstrate the influence of consumers’ fixed and growth mindsets on their WOM intentions. The first two mall-intercept studies identify motivations underlying consumers’ WOM intentions as a function of their mindset orientations. The third mall-intercept study examines the implications of such mindset-oriented WOM intentions for a brand’s personality dimension and the underlying psychological mechanism. The fourth study tests the link between WOM intent and behavior. Findings Results show that fixed (growth) mindset individuals exhibit greater WOM intentions than growth (fixed) mindset individuals for motives of “impression management” (“learning and information acquisition”). Findings further demonstrate that brands that exhibit dual personality dimensions simultaneously, one salient and the other non-salient at any instant, garner equivalent WOM intentions from both fixed and growth mindset individuals, contingent on the fit between the salient brand personality dimension and the dominant consumer mindset. Finally, using a real brand, it can be seen that WOM intentions actually translate into behavior. Research limitations/implications The study measures offline WOM intent but not offline WOM behavior. Practical implications This study sheds new light on branding strategy by demonstrating how and why dual-brand personalities may attract consumers with both kinds of implicit self-theory orientations. Relatedly, it also demonstrates a technique of framing ad-appeals that support the dual-brand personality effect. Originality/value To the best of the authors’ knowledge, this is the first study to propose and demonstrate the use of simultaneous dual-brand personalities as an optimal branding strategy.

Understanding electronic and face-to-face word-of-mouth influencers: an emerging market perspective

Purpose This paper aims to advance knowledge on the influencers of positive electronic and face-to-face word-of-mouth (WOM) behaviour by examining an interrelationship model of relationship quality (RQ) components and antecedents in the telecommunication service setting. Design/methodology/approach A survey design was used to generate data from informants and was analysed using the partial least square structural equation modelling technique. Findings Findings indicate that service quality and relationship value have positive effect on trust and satisfaction, while service communication is positively related to trust but not satisfaction. Both trust and satisfaction have positive effect on face-to-face word-of-mouth (fWOM) and electronic word-of-mouth (eWOM). Additionally, relationship value directly influences fWOM but not eWOM, while service quality did not directly influence either mode of WOM behaviour. Research limitations/implications The study was conducted in a single service setting, and thus, outcomes cannot be generalised. Further, the authors limited the study of electronic WOM to only Facebook, WhatsApp and Twitter media. As such, caution should be applied in generalising the research findings across contexts. Practical implications This paper provides a guide on how telecom service managers can develop and manage their relationship network. Specifically, it demonstrates how business referrals can be generated and harnessed to build customer retention from different relationship building strategies. The study suggests that service providers that deliver quality services, engineer superior value and provide reliable information are better placed to develop resounding relationships with customers and consequently get them to engage in positive referrals. Originality/value This study is unique because it investigates the antecedents of WOM from an inter-relational perspective. By simultaneously examining the direct effects of RQ, and its antecedents on both fWOM and eWOM in a single model, the authors illustrate the antecedents and outcomes of RQ in a distinctive way.

Modeling Environmental Antecedents of Online Word-of-Mouth on Team Social Media: A Perspective of Information Value

Abstract: This study explored environmental antecedents of online word-of-mouth (WOM) within the realm of information value and empirically assessed their influences on both low- and high-informativeness WOM behaviors (i.e., like and share behaviors, respectively) in a natural online setting (i.e., Facebook pages of professional sport teams). With survey data and online secondary data, content analysis and negative binomial regression were conducted. The results revealed the significant impacts of environmental antecedents associated with content provision and game attractiveness on fans’ like and share behaviors. The findings confirmed the importance of information value in determining online WOM behavior and shed new light on the investigation of this consumer behavior in sport marketing communications. Actionable suggestions are implicated in terms of utilizing the identified environmental variables to maximize the marketing benefits of fans’ online WOM behavior.

The effect of disparaging humor and offensiveness in hijacked advertising: the moderating effect of ad hijacking recognition

PurposeWhat happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This paper labels this limiting condition of ad parodies as hijacked advertising. Can viewers of such ads recognize whether the ad is hijacked or not? Also, what are the effects of using the dimensions of disparaging humor and offensiveness, commonly used in hijacked ads, on attitudes toward the brands in these ads and a propensity to engage in negative word-of-mouth (WOM) behavior? Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables is attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediate the effect of offensiveness and the recognition that an ad is hijacked on intentions to engage in negative WOM behavior.Design/methodology/approachThis paper investigates these questions through an empirical examination using an original corporate brand ad, a hijacked version of the original ad using a disparaging humor dimension and another hijacked version of the original ad using the offensiveness dimension.FindingsResults show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables was attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediates the effect of the recognition that an ad is hijacked and the dimension of offensiveness on intentions to engage in negative WOM behavior. The result, that a fairly high percentage of respondents attribute the original corporate brand as the source of the hijacked ads, points to a potentially damaging and out-of-control threat to marketers.Originality/valueThrough an empirical study, converging results around the effects of hijacking ads with disparaging humor and offensive dimensions on consumers’ attitudes toward the advertised brand and a propensity to engage in negative WOM behavior were gathered.