scholarly journals Antecedents to Intention to Engage in the Online Negative Word-of-Mouth Communication

2013 ◽  
Vol 15 (2) ◽  
pp. 113 ◽  
Author(s):  
Dien Mardhiyah ◽  
Basu Swastha Dharmmesta ◽  
B. M. Purwanto
Keyword(s):  
Word Of Mouth ◽  
Negative Word ◽  
Third Party ◽  
Medical Services ◽  
Online Media ◽  
Online Environment ◽  
Self Confidence ◽  
Online Word Of Mouth ◽  
Word Of Mouth Communication ◽  
The Impact

Complaints delivered directly to a firm will not be a problem if they can be handled properly, while the ones that are not disclosed directly to the firm but to a third party or even warnings to others not to use particular products or services, will be negative word-of-mouth communication. It can damage the image of the firm and be very detrimental. The purpose of this study was to analyze the antecedents of intention to engage in negative online word-of-mouth communication that includes dissatisfaction, service importance, success of complaint, complaint benefit, self confidence, altruism, retaliatory intention, and complaint cost. Medical services were selected considering the impact caused by the negligence of the service provider possibly giving rise to negative word-of-mouth communication. The online environment has been considered because of the developments in technology which provide opportunities for consumers to communicate with ach other. In addition, the dissemination of information through online media can spread incredibly widely and rapidly. The samples in this study comprised consumers of medical services who had disappointing experiences in using those services either directly or indirectly. A total of 123 questionnaires were analyzed with multiple regression analysis to test the research hypothesis. The results showed that the factors influencing the intentions behind negative online word-of-mouth communication were success of complaint, altruism, retaliatory intention, and complaint cost.                      

What does it say and who said it? The contingent effects of online word of mouth in China

2016 ◽  
Vol 7 (4) ◽  
pp. 474-490 ◽  
Author(s):  
Biao Luo ◽  
Zheyu Zhang ◽  
Yong Liu ◽  
Weihe Gao
Keyword(s):  
Information Exchange ◽  
Word Of Mouth ◽  
Firm Strategy ◽  
Third Party ◽  
Online Information ◽  
Chinese Consumers ◽  
Content Type ◽  
Online Word Of Mouth ◽  
Initial Attitude ◽  
The Impact

Purpose The purpose of this paper is to examine how consumers respond to online word of mouth (WOM) with different valence (i.e. what does it say) and from different sources (i.e. who said it) in an important emerging economy, China. Design/methodology/approach Theory with experiments. Findings The authors find that Chinese consumers seek confirmatory information and pay greater attention to WOM that agrees with their initial attitude. Consumers with a high (vs low) need for cognition are more likely to rate WOM from far (vs closer) social distance as more impactful on themselves. For public-consumption products, the consumers are influenced more by “who said it” (source) than by “what does it say” (valence). The reverse holds for private consumption. Research limitations/implications The paper could be extended to other online behaviors. It can also be extended to empirical testing using market data. Practical implications Since Chinese consumers tend to focus on online information that is consistent with their initial attitude, it can be more difficult for either the seller or third-party website to utilize online WOM as a persuasive tool in China than in other countries. Firms may also customize their online strategies based on product category. For products that are consumed in private, WOM content is more important than source. If the firm wants to facilitate consumer interaction and influence, greater attention should be paid to make the content easy to access and utilize. Social implications Due to the explosive growth of e-Commerce in China, many global and Chinese firms rushed to set up online communities to facilitate information exchange among consumers. Our findings indicate that the impact of these communities may have been overvalued. Chinese consumers are influenced by online information, but if the majority of the online messages are from anonymous strangers, consumers tend to discount their credibility. Originality/value Our study represents an earlier effort to predict, and test, how online WOM can be associated with the specific cultural and market environments. It provides direct implications for both consumer behavior and firm strategy.

An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

2019 ◽  
Vol 3 (4) ◽  
pp. 195-208
Author(s):  
Hannes Boepple ◽  
Janine Göttling ◽  
Marie-Christin Papen ◽  
Florian U. Siems
Keyword(s):  
Word Of Mouth ◽  
Empirical Investigation ◽  
Personal Characteristics ◽  
Negative Word ◽  
Channel Choice ◽  
Valuable Customer ◽  
Word Of Mouth Communication ◽  
Customer Reaction ◽  
Managerial Perspective ◽  
Selection Of

For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

Chinese brand–individual values congruity and willingness of consumers from other countries to use positive word of mouth

2020 ◽  
Vol 48 (8) ◽  
pp. 1-14
Author(s):  
Xi Chen ◽  
Qing Fang ◽  
Zhenyuan Wang
Keyword(s):  
Word Of Mouth ◽  
Brand Commitment ◽  
Positive Word ◽  
Individual Values ◽  
Mediating Role ◽  
Perceived Values ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
The Relationship

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

scholarly journals The impact of credibility of influencers recommendations on social media on consumers behavior towards brands

2021 ◽  
Vol 54 (3-4) ◽  
pp. 181-196
Author(s):  
Piotr Kwiatek ◽  
Radoslav Baltezarević ◽  
Stavros Papakonstantinidis
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Virtual Environment ◽  
Word Of Mouth ◽  
Consumer Attitudes ◽  
Time Frame ◽  
Target Market ◽  
Online Environment ◽  
Purchasing Decisions ◽  
The Impact

Companies are becoming increasingly aware of the importance and opportunities provided by social media in order to communicate faster and more efficiently with their consumers. In order to convey the message about the value of their brands to their target market, organizations hire influential people who are considered to be the creators of public opinion in a virtual environment. Nowadays, social media are crowded with micro and macro influencers, or at least those who present themselves as such. Their main job is to represent and recommend brands to other users (their followers) and thus influence consumer attitudes about brands and possibly strengthen their purchasing decisions. Very often, influencers on social media are hired by companies to promote their brands for a fee. In order to have more control over their communication activities, companies provide them, in advance, with the content they want to be conveyed to consumers, but also the time frame when the message should be launched. In this way, organizations try to reduce the risk of turning electronic word-of-mouth (EWOM) communication into a negative one. In order for consumers to trust the recommendations of influencers on social media, these people need to have significant expertise in a certain area, charisma and respect from other users, so that their credibility affects the value of content and recommendations they place in the online environment. The aim of this paper is to present the attitudes of respondents who use social media websites about the impact of the credibility of influencers' recommendations on social media, and their opinion on whether and in what way their credibility influences consumer attitudes towards brands.

scholarly journals The impact of online review helpfulness and word of mouth communication on box office performance predictions

2020 ◽  
Vol 7 (1) ◽  
Author(s):  
Sangjae Lee ◽  
Joon Yeon Choeh
Keyword(s):  
Word Of Mouth ◽  
Nearest Neighbor ◽  
Prediction Performance ◽  
Box Office ◽  
Performance Predictions ◽  
Review Helpfulness ◽  
Product Sales ◽  
Word Of Mouth Communication ◽  
The Impact ◽  
Box Office Performance

Abstract While electronic word-of-mouth (eWOM) variables, such as volume and valence have been posited in previous studies to consistently affect product sales, there is a lack of studies on the different contexts and outcomes that affect the importance of eWOM variables. In order to fill this gap, this study attempts to use the helpfulness of reviews and reviewers as moderators to predict box office revenue, comparing the prediction performances of business intelligence (BI) methods (random forest, decision trees using boosting, the k-nearest neighbor method, discriminant analysis) using eWOM between high and low review or reviewer helpfulness subsample in the Korean movie market scrawled from the Naver Movies website. The results of applying machine learning methods show that movies with more helpful reviews or those that are reviewed by more helpful reviewers show greater prediction performance, and review and reviewer helpfulness improve the prediction power of eWOM for box office revenue. The prediction performance will improve if the characteristics of eWOM are likely to be combined to contribute to box office revenue to a greater extent.

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